Introduction to Business Management: Marketing Course Project Instructions: In this project, you will be creating a strategic marketing brief that consists of three parts, corresponding to each component of the marketing equation that you will learn throughout the course. The project will give you an opportunity to determine marketing strategy from the perspective of a fictitious start-up company, a company that you admire, or the company that you currently work for and are familiar with. You will first segment customers and determine how to target them, and then you will develop a marketing mix to ensure you are reaching the right customers. Finally, you will refine the marketing mix further by considering how you will both acquire and retain customers. Except as indicated, use this document to record all your project work and responses to any questions. At a minimum, you will need to turn in a digital copy of this document to your facilitator as part of your project completion. You may also have additional supporting documents that you will need to submit. Your facilitator will provide feedback to help you work through your findings. Note: Though your work will only be seen by those grading the course and will not be used or shared outside the course, you should take care to obscure any information you feel might be of a sensitive or confidential nature. Complete each project part as you progress through the course. Wait to submit the project until all parts are complete. Begin your course project by completing Part One below. A Submit button can be found on both Course Project assignment pages. Information about the grading rubric is available on any of the course project assignment pages online. Do not hesitate to contact your facilitator if you have any questions about the project. PART ONE Identify Target Markets and Customer Segments In this first part of the course project, you will identify target markets and customer segments for either a fictitious company, a company you admire, or your current organization. 5. Think of a customer segment that is almost correct for your product/service but not quite correct. After identifying what about this segment would make it unprofitable, describe what challenges your organization would have with this customer segment