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Personal Marketing Plan Assignment

The Personal Marketing Plan Assignment is a little different than previous Module Assignments. This assignment will evaluate your overall understanding of the key marketing concepts we covered in previous modules, and part of the Undergraduate Busines Program Learning Goals (LG3 outlined below). Specifically, Question 5 (Part 3) will be evaluate the Use of Sources rubric, and Question 14 (Part 5) will be evaluated using the Delivery of Complex Information rubric.

You will develop a Personal Marketing Plan (PMP) by applying key marketing concepts to your   personal career goals. Think of this as a “personal branding” project that gives you an opportunity to think about the type of job/career you might like to pursue, and how you will position yourself to the prospective employers in the market.

Part 1: Your Professional Mission, Goals, and Situation Analysis (Module 1)

1. Identify a single career “path” you are interested in (for example, “marketing”, “accounting”, “management”, “baker”, “travel writer”, etc…). Explain what interests you about this path.
2. Describe the work environment you would like to work in. What makes it a “good” environment for you?
3. List exactly five “Strengths” that you think will help you succeed along this career path. Provide a little detail for each. Try to think of things that will make you stand out against the competition (like personal traits, job skills, interests, and experience).
4. List exactly five “Weaknesses” that you think may hinder your success along this career path. These may include (lack of specific experience, job skills, and personal traits that could use a little work, etc.).

Part 2: Career Research and Employer Behavior (Module 2)

5. Research your chosen career path and identify two Opportunities. For example, are job opportunities expected to grow in this field? Has average pay been increasing? Use the U.S. Bureau of Labor Statistic’s Occupational Outlook Handbook and the industry research databases in the Library Course Guide. Provide evidence for each Opportunity and cite your sources.

Research and list exactly two “Threats” you might encounter in this career path. Focus on the competition by searching LinkedIn for people who already have the kind of job you would like. (same/similar job title, target company, etc…). What makes the competition a threat? (review your strengths above and consider theirs as potential threats).

Part 3: Segmentation, Targeting, and Positioning (Module 3)

2. Identify a target employer (a company you would like to work for). Explain why you want to work for this company? Why does it appeal to you? What would you hope to gain from working for this company?
3. Locate an actual online job posting at this company (in your chosen field). Pick a job you might actually be happy with. This can be anything from an internship to a CEO role. Provide a link to the listing and include a pdf/screenshot of the listing (just in case the link expires).
4. What are the key skills and experience this employer is looking for? How will they decide between applicants? What are the factors that will influence their decision?

Part 4: “Product” (Module 4)

5. What are you offering to this employer? Describe what you bring to the table.
6. Write a unique value proposition statement (one sentence).
7. Write an elevator pitch (one short paragraph).

Part 5: “Price” (Module 5)

8. What is the total compensation you expect for this “product”?
9. How would you justify this compensation? Research salaries for this position (or similar positions). Include an original graph (that you make in excel) that illustrates the salary ranges for this type of position. Cite your source(s).

Part 6: “Place” (Module 6)

10. Where would you expect to find the most opportunity for your “product” offering (your professional services)? Consider geography (location) and employers (companies).
11. How would you justify this expectation? Research industry “clusters” and job markets and provide evidence. Cite your source(s).

Final Deliverables:

• One Word document that answers all of the questions in Parts 1-6.

Grading:

Your grade will be based your answers to Parts 1-6 (1 point per question).