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MKT 345 Milestone One Guidelines and Rubric
(Market Research and Segmentation)

Overview: For this first milestone, due in Module Three, you will prepare a PowerPoint presentation (minimum of 7 slides) summarizing the research on
segmentation strategies you have so far considered to market the consumer product you are proposing for your final project.

Prompt: First, review your work in Modules One and Two, as well as your posts and response posts in the Module Three discussion.

Prepare at least three slides summarizing your market research so far:

 What consumer segment does your selected company serve in, and why are you pursuing it?

 What are two to three resources you might use to obtain information on consumer behavior? Provide a rationale regarding why you selected each one.

 What secondary research will you use to analyze the characteristics of the chosen segment?

Prepare at least four slides summarizing the market segmentation you have so far considered:

 Which marketing approach will you use for your segment? Why do you believe it will be effective?

 What are the key points about the approach used to segment your selected market? What is it based upon?

 What is your selected consumer segment? Why do you believe it is a good fit?

 What are the research needs for each segment?

Using the speaker notes, provide any additional details of importance regarding the bullet points you addressed on each slide to further explain the information.

Specifically, the following critical elements must be addressed:

I. Market Research
A. Select a consumer segment that your company serves, and describe why this segment is worth pursuing.
B. Identify and qualify research sources that can be used in obtaining information on consumer behavior.
C. Analyze the characteristics of the chosen consumer segment using secondary research.

II. Segmentation

This section is where you will apply the information gained from your market research to your identified market segment.
A. Determine appropriate marketing approaches for your market segment, and explain why these approaches would be effective.
B. Evaluate the approach you used in order to segment the market.
C. Describe the consumer segment you have selected. Explain why they are a good fit for the product.
D. Determine the research needs for this segment, and provide rationale for each need.

One of the following tutorials may be of use to you in preparing your presentation: PowerPoint Tutorials (Atomic Learning) (log in using your SNHU credentials)
and PowerPoint 20

13

Videos and Tutorials.

Instructor feedback on this milestone should be incorporated into your next milestones and into the final project.

Rubric
Guidelines for Submission: Milestone One should be a 7-slide minimum PowerPoint presentation with audio or speaker notes included. Citations should be
provided in APA format as needed.

Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Project Rubric will include an additional
“Exemplary” category that provides guidance for how you can go above and beyond “Proficient” in your final submission.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value

Market Research:
Consumer Segment

Selects a consumer segment the
company serves and describes why
the segment is worth pursuing

Selects a consumer segment the company
serves, but does not describe why the
segment is worth pursuing or the
description is cursory or contains issues
regarding accuracy

Does not identify consumer
segment

13

Market Research:
Sources

Identifies research sources that can
be used in obtaining information on
consumer behavior

Identifies research sources, but sources
cannot be used to obtain information on
consumer behavior

Does not identify research sources 13

Market Research:
Secondary Research

Analyzes the characteristics of the
chosen consumer segment using
secondary research sources

Analyzes the characteristics of the chosen
consumer segment, but does not use
secondary research or analysis contains
flaws

Does not analyze the consumer
segment

13

Segmentation:
Approaches

Determines available approaches for
the market segment, and explains
why approaches would be effective

Determines available approaches for the
market segment, but does not explain why
approaches would be effective or contains
issues regarding the appropriateness of
choices

Does not determine available
approaches

13

Segmentation:
Approach

Evaluates the approach you used in
order to segment the market

Describes the approach you used to
segment the market, but description is not
cogent

Does not describe segmentation
approaches

13

Segmentation:
Consumer Segment

Describes the consumer segment
selected, and explains why they are a
good fit for the product

Describes consumer segment, but does not
explain why they are a good fit for the
product or explanation has issues regarding
cogency or accuracy

Does not describe the consumer
segment and product

13

http://www.atomiclearning.com/highed/home?q=Powerpoint&selected_topics=All+topics&selected_categories=

https://support.office.com/en-us/article/PowerPoint-2013-videos-and-tutorials-bd93efc0-3582-49d1-b952-3871cde07d8a?ui=en-US&rs=en-US&ad=US

Segmentation:
Research

Determines the research needs for
the specific segment, and provides
rationale for each need

Determines the research needs for the
specific segment, but does not provide
rationale for each need or rationale is not
cogent

Does not identify research needs 13

Articulation of
Response

Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization

Submission has major errors related to
citations, grammar, spelling, syntax, or
organization that negatively impact
readability and articulation of main ideas

Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas

9

Total 100%