Alternative Summative Assignment: One-Page Marketing Plan for COVID-19-afflicted Business Partners
Abstract: A one-page marketing plan provides instructors with a summative assignment which allows students practical, real-world experience to apply theories learned through the text and lectures. The plan, rich with supportive data and the appropriate use of digital tools in an online learning environment, is especially helpful in the context of the COVID-19 pandemic which created major shifts in marketing plans globally. Students showcase their knowledge of the customer journey and application of digital tools in writing the three phases of a plan for an organization of his or her choosing. While strengthening critical thinking skills, this project may also lead to career opportunities with the company for which he or she has partnered. This assignment may be used as an alternative to a traditional marketing plan completed as a group project, without increasing the workload for the instructor, but still allowing students high levels of creativity, individuality, and accountability in creating a concise, detailed project.