| Course | MKT-3060 Creating and Implementing the Electronic Enterprise |
|---|---|
| Module | Module 7 |
| Paper type | Final project: e-commerce marketing plan |
| Length | About 682 words, 5 pages |
| Format | APA 7 student paper |
| School | Thomas Edison State University |
| Program | B.S.B.A. in Marketing |
| Updated | October 2026 |
Free sample paper for MKT 3060 Module 7
Authentic, Fresh, Shipped: An E-Commerce Marketing Plan for a Paterson Family Bakery
Student Name
B.S.B.A. in Marketing, Thomas Edison State University
MKT-3060: Creating and Implementing the Electronic Enterprise
Mentor Name
Month Day, Year
Authentic, Fresh, Shipped: An E-Commerce Marketing Plan for a Paterson Family Bakery
Situation
The bakery, an invented family business on Paterson's Main Street, has a following among people who grew up with its pastries. Former customers who have moved away ask to buy online, and the business model developed in Module 1 identified a national market among people of Middle Eastern and Mediterranean heritage and gift buyers. The online offering complements the shop rather than replacing it. Earlier assignments in the course built the pieces of this plan: the business model, the customer journey, the store, security, communications and logistics. This plan brings them together and adds objectives, a budget and controls. Laudon and Traver (2020) describe e-commerce as digitally enabled commercial transactions between and among organizations and individuals.
Target Market
The primary target is adults of Turkish, Arab and other Mediterranean heritage living outside New Jersey who grew up with these pastries and want an authentic source. The secondary target is gift buyers seeking distinctive food gifts for holidays. Lemon and Verhoef (2016) emphasize designing for the full customer journey; the plan therefore addresses how each group finds, buys and reorders. Heritage buyers are likely to order repeatedly and to share the bakery with relatives, so they matter most for lifetime value. Gift buyers order seasonally but in larger amounts, especially in December and around Ramadan and Eid.
Objectives
In the first year online: 3,000 orders, an average order of $45, a 30 percent repeat purchase rate within six months and 400 active subscriptions by year end. The objectives are deliberately modest for a family business with limited packing capacity, and they will be revised after the first holiday season.
Positioning
"For people who miss the pastries of home, and those who want to share them, Silk City Pastry ships family-made baklava from Paterson, baked fresh and packed by hand."
Online Marketing Mix
Amit and Zott (2001) identified lock-in as a source of value in e-business; the subscription supports it.
| Element | Decision and reasoning |
|---|---|
| Product | Baklava boxes, gift tins and a monthly subscription; only products that ship well, as Module 6 found |
| Price | Boxes from $29; free shipping over $50 to encourage larger orders |
| Place | The bakery's own hosted store, chosen in Module 3 for speed and security |
| Promotion | Search for specific product and holiday terms, social sharing by the community and an email welcome series |
Channel Plan and Budget
Kannan and Li (2017) describe digital marketing as shaping every stage from understanding customers to reaching them; each channel here serves a stage of the journey.
| Channel | Job | Budget |
|---|---|---|
| Search | Get found by people searching for authentic products and holiday gifts | $4,000 |
| Social media | Get shared through the community and customers' gift posts | $3,500 |
| Get reorders and subscriptions | $1,500 | |
| Total | | $9,000 |
Metrics and Controls
The plan tracks conversion rate, customer acquisition cost, average order value, repeat rate and subscription count each month. If acquisition cost exceeds $25 for two months, paid search will be cut back in favor of email and community partnerships. If damaged deliveries exceed 3 percent, packaging will be reviewed. The owners will review the numbers on the first Monday of each month and record what they changed, so the plan becomes a working document rather than a one-time exercise.
Trust, Security and Ethics
The hosted platform handles payment security, two-factor authentication protects store accounts and customers opt in to marketing emails. These choices, set out in Module 4, protect the trust the plan depends on.
The Enterprise of the Future
The module looks ahead to trends such as mobile commerce and personalization. The bakery's plan is mobile-first, and its email and subscription data will allow simple personalization, such as reminders of a customer's usual holiday order, without collecting more data than needed.
Conclusion
The plan positions Silk City Pastry on authenticity and family-made freshness, targets heritage and gift buyers, uses a hosted store, a focused channel plan and a subscription for lock-in, and tracks metrics that show whether customers are worth what they cost to win. Each choice follows from analysis earlier in the course.
References
Amit, R., & Zott, C. (2001). Value creation in e-business. Strategic Management Journal, 22(6-7), 493-520. https://doi.org/10.1002/smj.187
Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Laudon, K. C., & Traver, C. G. (2020). E-commerce 2019: Business, technology, society (15th ed.). Pearson.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
What the MKT 3060 Module 7 instructions ask for
The closing project in MKT-3060 carries 20 percent, 4 for the outline and 16 for the plan itself, and asks for a marketing plan of 1,000 to 1,650 words for an e-commerce product or service, explaining the reasoning behind your choices. The offering may be purely online or complement a physical business, and it may be new or existing. Build on your written assignments, set measurable objectives, and show how the marketing mix, channels, budget and controls fit together. Keep to the word limit by focusing on decisions and reasons. Use your earlier written assignments as building blocks, but write the plan as one document with an introduction and a clear structure. Keep background short so the word limit goes to decisions and reasons.
How the MKT 3060 Module 7 example is put together
The plan sets out the situation and the business model's market. A target market section names primary and secondary groups. Objectives are measurable. A positioning statement anchors a table of the online mix with reasons drawn from earlier modules. A channel plan and budget table follows, then metrics and controls, a section on trust and security, a section on future trends and a conclusion that ties the choices to the course's analysis. Tables for the mix and the channel budget keep the plan compact, and every decision is traced to a finding from an earlier module. Metrics have targets and controls have triggers, which makes the plan usable after the course ends. The plan ends with a summary of choices.
Reading the MKT 3060 Module 7 grading rubric
The final project is judged on a complete and coherent plan, sound reasoning for each choice, use of course concepts and clear writing within the word limit. Plans that link each decision to analysis, such as the products that ship well, show integration. Measurable objectives and controls with triggers demonstrate planning skill. Attention to trust, security and future trends shows a complete view of the electronic enterprise rather than marketing alone. Mentors also value a plan that addresses trust and security, since an e-commerce marketing plan depends on customers feeling safe to buy. Accurate citations and clean organization complete the project.
Common MKT 3060 Module 7 mistakes, and how to avoid them
Students lose points by writing a plan without objectives, by listing tactics without reasons or by exceeding the word limit with background. Others forget metrics. Set objectives with numbers. Explain why each choice fits your target. Allocate a budget. State the measures of success and the adjustments you would make if the numbers fall short. Check the word count before submitting and trim background rather than reasoning. Include a short executive summary at the start that states the target, the positioning and the main objectives in a few sentences. A free first sample on your own MKT-3060 marketing plan is available on request.
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More MKT 3060 and B.S.B.A. in Marketing sample papers
- MKT 3060 Module 1: Written Assignment: An E-Commerce Business Model for a Family Bakery
- MKT 3060 Module 2: Written Assignment: Trust and the Online Purchase Journey for Baklava
- MKT 3060 Module 3: Written Assignment: Building the Bakery's Online Store
- MKT 3060 Module 4: Written Assignment: Security, Payments and Privacy for a Small Online Seller
- MKT 3060 Module 5: Written Assignment: Search, Social and Email for a Bakery's Online Launch
- MKT 3060 Module 6: Written Assignment: Shipping Pastry Without Breaking It
- MKT 4790 Module 2: Marketing Plan Part 1: Strategic Analysis for Canned Farm Cider
- MKT 4410 Module 2: Voiceover Presentation: Cybersocial Tools for a Four-Person Shop
- MKT 3350 Module 3: Project Part 2: Screening and Testing the Composter Concepts
MKT 3060 Module 7 questions, answered
Where can I find a free MKT 3060 Module 7 sample paper?
An e-commerce marketing plan for a Paterson family bakery, with reasoning for each choice, is the final project above.
How long is the MKT-3060 final project?
A marketing plan of 1,000 to 1,650 words, about four to six pages.
Can the MKT-3060 plan be for a physical business?
Yes; the offering may be purely online or complement a brick-and-mortar business.
What should an e-commerce marketing plan include?
Situation, target market, objectives, positioning, the online marketing mix, channels and budget, and metrics and controls.
Why include controls in a marketing plan?
To set in advance what will be done if results, such as acquisition cost, fall short.