Nan Su Su
Fall 2024
“The marketing plan is to company success as a road map is to car travel. It is the key from strategy to
tactics. It can act as a tracking mechanism, it can determine the budget, and it can be a scale against
which the company measures marketing effectiveness. It is an internal communications tool that
everyone consults to know where the business is going and how it plans to get there.”
Kevin J. Clancy and Peter C. Krieg (2000), Counterintuitive Marketing
Discover the Marketing Plan
Objectives are how we will measure the success of the marketing plan once it is implemented. Strategies address how objectives are to be achieved. Tactics are the specific actions, details, and activities that must occur in order for the strategy to succeed and the objective to be met. Discover this project's objectives, strategies, and tactics above.
Using the media can be an effective way to reach a target market and achieve high-impact objectives. Click on the button above to check out how this project is proposing a "public relations" plan for the proposed healthcare marketing plan.
No marketing plan is complete with a social media plan. In this section, you'll find two social media platforms integrated into the proposed plan to engage students in the selected healthcare product/service via online interaction.
Marketing is not free. There is a cost associated to every effective plan. This portion of the marketing project explores the monetary cost of each proposed tactic and the public relations/social media plans.
The marketing planning process is circular, ending with an evaluation phase which will inform future marketing plans. This semester-long marketing project concludes with an essay including how the success of the proposal should be evaluated. This essay will highlight the metrics and the contingency of this marketing plan.
Target Market
"Knowing your audience will allow you to make decisions that will enhance your
ability to communicate and connect with them."
The ideal target market for the Smart Study Time Watch will be university students at IU Indianapolis who are balancing academic pressures and seeking efficient ways to manage their time. The primary demographic for this product will focus on undergraduate students aged 18-24, with a specific emphasis on sophomores and juniors. These students are typically more established in their academic routines and may seek ways to improve their productivity as coursework intensifies. Both male and female students are part of this target, with the expectation that they come from a mix of middle-income backgrounds, where affordability is a key concern. Many of these students live on-campus or nearby, geographically concentrated around IU Indianapolis.
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In terms of education, these students are pursuing degrees across various fields but share common challenges in time management and balancing academic and personal responsibilities.​​
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From a psychographic perspective, the target customer is likely goal-oriented and ambitious, motivated to succeed in their academic life but often stressed by the demands of managing multiple deadlines. They may feel overwhelmed by distractions from smartphones or multifunctional devices and prefer tools that help them stay on task. Lifestyle behaviors suggest that these students are technology-savvy but want simplicity and minimalism in their devices. Many are involved in student organizations or extracurricular activities, which adds another layer of complexity to their time management. They are also conscious of their mental health and are looking for ways to incorporate balance, such as reminders to take breaks or engage in self-care.
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By targeting this specific group—sophomore and junior students at IU Indianapolis who are actively seeking to improve their study habits and reduce stress—the Smart Study Time Watch can be positioned as an affordable, focused solution that directly addresses their academic and lifestyle needs.
