The first thing written on the paper must say…I HAVE READ AND UNDERSTAND THE MARKETING PLAN TERM PAPER GUIDE.
Marketing 310 Term Paper Guide
Your challenge is to put on your “marketing hats” and write marketing plan based on (1) SAMPLE MARKETING PLAN located in your text (P/F 16ed) APPENDIX C, pages A-27 +
TOPIC or CASE: Select a brand e.g. Ford Mustang, or a firm/company/entity e.g. Apple, Beaumont Hospital, a non-profit like the Sierra Club, or your own idea for a brand, or company that you would like to create, and write a marketing plan for your choice. It can also be based on the company where you are employed.
The additional content I am looking for is the incorporation of marketing concepts into your Plan. For example, if you are writing about the marketing environment, define the concept and demonstrate how it applies to your case.
Examples: (a) The marketing environment [The competitive, economic, political, legal and regulatory, technological, and sociocultural forces that surround the customer and affect the marketing mix –( P/F 16 Ed, p…] that brand XXX operates in is characterized by a number of competitors….
(b) Brand XXX’s target market [The group of customers on which marketing efforts are focused – PF/16Ed, p…) demographically fall into a range consisting of 25-45 year college educated consumers, with a balance 50% female and 50% male] is above average in income and ….
The MORE concepts, as in these examples, you include the better your performance will be judged. Your marketing plan should answer the question for me: Are you able to apply what you have learned?
NOTE: WHAT I AM AFTER HERE IS THE INCLUSION OF MORE CONCEPTS THAN IS MENTIONED IN THE TEXT SAMPLE MARKETING PLAN MENTIONED ABOVE.
WRITING AND REFERENCES: Use your textbook, other books, articles, personal interviews (optional), and the Internet. Caution – don’t totally rely on the Internet.
It is critical that you document all quotes, ideas, or concepts, as you write. I would rather have you document each sentence than engage in plagiarism – practice marketing ethics. Follow APA format. This is college level writing. Go to www.nutsandboltsguide.com/nb-home.html, for tips on how to write a college level paper.
The length of the paper (number of pages) usually falls in the range of ten-to-fifteen pages, double-spaced. This is a general target. It can be more. Be as creative as you like – this is marketing after all!
GRADING = 200 Points:
• Brand name and why you chose this brand, firm, idea, or organization =10 points
• Mission statement – write one if you cannot locate one = 10 points
• Content – inclusion of marketing concepts with references, writing (expression of your ideas), bibliography, organization = 180 points