Marketing Essay

1. Individual essay.  Roughly 3000 words   Marking criteria:

Marketing improvement plan for a startup (Series A or earlier stage) to cover brand, pricing, segmentation, distribution, differentiation.

understanding shown of Traction framework (see ‘Story So Far slides for the key points!)

• thoroughness and creativity of Outer Ring brainstorming
• apt, well justified selection of middle ring channels
• interesting, carefully thought through middle ring test

30% for brand, 30% for pricing, 13% for each of the other three categories above:  how well did you apply course concepts to your marketing improvement suggestions, and how well did you demonstrate understanding of course concepts in that domain

Resources

Middle Ring:

https://medium.com/@yegg/32-fast-cheap-marketing-test-ideas-across-all-19-traction-channels-24e227c3a8e3#.hb4iqwplt