Strategic Marketing Plan 


  • Use a Project Scope to create an outline for a strategic marketing plan
  • Design strategy and tactics to be used by your real world client, and that they will implement as part of a marketing plan
  • Demonstrate a functional proficiency of the list creation tools within Microsoft Word


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Throughout the remainder of Portfolio IV, we’ll continue to work on a consulting project for a real-world client. This means that the client has been selected for you from a list of real clients with which your Instructor maintains active relationships. You instructor will fill the role of Account Manager, the person who is the main contact for the client.

You will serve as a Marketing Analyst responsible for reviewing the client’s existing performance and developing a digital and/or traditional marketing strategy for them.

You will work individually to create a proposed outline–and just the outline!–for a Marketing Plan addressing the stated need of the client. You’ll be putting together this outline using Microsoft Word, and based on what you’ve learned about outlines in this week’s lesson activity.

Expect this to take some time- several hours from start to finish. You are unlikely to zip through it in an hour, largely because you’ll be thinking about many possibilities for the outline while trying to narrow it down to just one.


Review the Project Scope below and then work in Microsoft Word to create an outline for a marketing plan as requested by our class client. You should expect to revisit the Week 1 activity, “Our Client,”  as it includes all information gathered about the client to date. You will also refer back to “Presentation 5: Outlines in Microsoft Word” in this week’s “Lesson: Starting a Plan.”

There is no template. You decide what the outline looks like.  Completing this activity will ensure that you’re familiar with our real-world client and that you are ready to begin working in more detail on strategy, tactics and action steps.

To complete this assignment, you’ll first open Microsoft Word. It is the only software approved for this assignment and your work must be submitted as a Word (.docx) file.

The use of Google Docs, Apple Pages, or any other word processor–or submitting any non-Word format file (such as PDF or RTF) will result in an automatic twenty percent (20%) deduction.  

Use the multi-level list and outline view to create a complete outline for the client’s marketing plan. For inspiration you may use your plan outline from the Principles of Digital Marketing course, but only for creative steering. Meaning? Don’t copy it! It simply won’t apply properly to your client’s needs (unless you’re really lucky), and–more importantly–because it is academically dishonest or even direct plagiarism.

For ideas, you can also use any marketing plan examples within this course or any online resources that you find, but remember that directly copying will give you very poor results that don’t line up with the client’s needs.

  • Your outline should include major headings (1.0, 2.0, 3.0, 4.0, etc.) and subheadings up to three levels deep.
    • There is a three-level deep limit in order to help ensure that you work on classification and organization throughout this assignment.
    • This means that a hypothetical section 4.1.1 would be okay, as it has three levels, or three total numbers separated by periods. However, would be a fourth level and will not be accepted within this assignment. A fourth level may be appropriate in the plan you’ll write in weeks three and four with your assigned team, but keep it to three levels here.
  • Your outline should not contain any writing, tables, images, or other content beyond heading titles. We will begin authoring the full plan next week with our assigned teams, but for this assignment, only an outline is required.


Client Name:

Tali Goya: a New York city based Dominican rapper and musical artist

Project Goal:

To help the artist and his management team make his image more commercial, and help him cross over into the mainstream.

Project Deliverable:

Written Strategic Marketing Plan

Project Description:

Tali Goya is one of the pioneers of the Latin Trap movement out of New York city. He has a significant following on social media. Possibly due to his rough-edged niche appeal, he has not made the leap to the mainstream as successfully as contemporaries such as Bad Bunny, Messiah and Archangel. He also lacks the backing of a major record label. His management team is looking to make his image more commercial without losing his authenticity, so that he will be more attractive to a larger audience, preferably one willing to spend money on albums and performances.

The class marketing team will need to consider both the client interview as well as their own independent research to craft a strategic marketing plan. The plan will include plan objectives, plan strategies, supporting tactics, and action steps, all in step with client’s goals as the ultimate guide.

Resources, Links, and Assets
Sample Digital Media:

Discography Listing – Discogs
Instagram Account – Instagram
YouTube Channel – You Tube


Tip: Treat the requirements listing like a checklist for completing the assignment.

  • Open and familiarize yourself with Microsoft Word.
  • Ensure you are familiar with Word’s list tools and outline view. (See Presentation 05 – Outlines in Microsoft Word).
  • Begin working individually to create an outline for your team’s marketing plan.
  • Ensure that you start with Section 1 as the Executive Summary.
  • Ensure that you  end with a Section for References and another for Appendices.
  • Continue listing as many sections and sub-sections as you need (up to three levels deep- see Instructions above) for our marketing plan that convey the whole of your plan, pitch or presentation.
  • Double check your work to be sure all sections and sub-sections work together to convey the entirety of our class project, are clear and concise, and follow observed “best practices” when possible.
  • Check once again to ensure that section headers and all subheaders are descriptive and succinctly express what you believe should be written in each section. If the client–who doesn’t know your ideas–couldn’t figure out where to find each analysis, idea, or proposal, keep reworking your outline.