A comprehensive marketing plan requires a detailed environmental analysis, as well as an integrated marketing strategy that links the targeted market segments with product design, pricing, promotion and distribution programs.  An assignment was developed to utilize consumer interviews as a baseline for accomplishing this integration.

Students were assigned a group project for which each student was responsible for developing a section of a marketing plan and presentation for an assigned automobile. Coaching sessions were conducted throughout the semester to support groups in developing their projects.

Each group member was required to conduct an interview with a family member regarding the member’s decision-making process for an automobile purchase.  The results of all the interviews were shared with the entire group and provided a data base for students to use when developing the project.  The family interviews were helpful in engaging students in discussions centered on how the consumer decision-making process is impacted by all components of a marketing plan.   The interview process also supported integration across sections of the marketing plan.

The conference presentation will illustrate this approach with examples from a marketing strategy class. Student reactions to the assignment also will be discussed.