SLP Assignment Expectations
Use the following outline to organize your paper. Note that the letters “a, b, c…” and the numbers “i, ii, iii, iv…” and “1, 2, 3, 4…” below are used to show the major issues you need to include in your paper, but should not be used to format your paper.
- Product Statement (2 pages maximum)
- Describe the company/organization.
- Provide brief background of the organization.
- Describe the business problem and charge you have for this marketing plan.
- Provide a brief overview of what issue you are studying, and how a marketing perspective can help address the issue.
- Situation Analysis (3-6 pages)
Note: Only include sections that are relevant to your charge. The relevance of each section of analysis should be clear to the reader.
- External Environment Analysis
- Context Analysis
- Industry forces that might impact success of any actions taken
- Competitor Analysis
- Any organization or message that may prevent any actions taken from being successful
- Context Analysis
- Technological and Economical Situation Analysis
- Political, Legal, and Cultural Analysis
- Customer Environment Analysis
- Customer Analysis
- Collaborator Analysis
- Internal Environment Analysis
- Company Analysis (include the table and histogram/chart in the appendix)
Note: Use double-spaced, black Verdana or Times Roman font in 12 pt. type size. Include a title page and references.
Explain clearly and logically the facts about your company and charge, and use the required reading to support your positions on the issues. Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented. Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.
Academic papers at the master’s level should include citations and references. Look at different sources, especially credible and reputable ones such as The New York Times, The Wall Street Journal, Businessweek, and The Economist, to find the information for your paper. Also use Trident University’s online library databases such as ProQuest and EBSCO to find information for your project. Your discussion on each topic should be a synthesis of the different sources. Taking shortcuts on the number and quality of your sources will result in a poor-quality marketing plan that will be of no use to your client.