research paper

MKT6210.E1 Marketing Management

Dr. Blair Stephenson, Ph.D.

SUMMER 2021

You will have a Final Marketing Plan Project assigned for this course. The Final Marketing Plan should be written in Standard APA style (7th edition), with double-spacing used. Grammar, spelling and word usage are a part of your grade. All written assignments will be submitted to an online review service (Grammarly) to evaluate your grammar and to check for plagiarized material. Remember: NO more than 15% of your paper can be directly quoted from outside sources. I do run a plagiarism check on each paper.

Final Course Project: Marketing Plan – 35% of Grade

This assignment requires you to perform the following:

1. Select a product or service for which you would like to develop a marketing plan. This may be a business idea you may have thought about in the past. Do not select a product or service that is currently on the market.

1. The plan should be no less than 15-20 pages in length NOT including your title page, reference page(s), attachments, and appendices. Use Standard APA (7th ed.) style, double-spacing. Grammar, spelling and usage are a part of the grade. All reference citations to source material must follow guidelines provided in the course materials. Your reference citations must be noted in the body of your discussion so I can determine what information was derived from what specific outside source.

Provide at least five (5) outside references (other than the textbook or Wikipedia) you think would be applicable to support your Marketing Plan Project.

Submit your Marketing Plan Project Topic to me no later than July 18, 2021 via a Moodle email stating your topic selection - and providing a brief explanation and justification for selecting your topic (value to you, meaning to you, etc.)

Final Marketing Plan Project is due no later than midnight (CST) August 17, 2021.

As always, if you have ANY questions do not hesitate to contact me via the Amberton Moodle system.

II. Suggested Marketing Plan Outline Option

Suggested Marketing Plan format option. You are welcome to use the sample format in the text book on Page 61 for Pegasus Sports International - And adapt it to fit the business proposal you are working on.

An alternative format from another marketing text is as follows:

1. Title Page

2. Executive Summary

3. Table of Contents

4. Introduction (Context)

5. Situational Analysis (including SWOT, market research, etc.)

6. Marketing Planning (including objectives, product/service, targeting, positioning, pricing, etc.)

7. Implementation & Control of the Marketing Plan (including logistics, personnel, facilities, etc.)

8. Summary

9. Appendices (including Financial Plan - 3 years)

10. References

The primary question to ask is: If I presented this proposal to an SBA Loan officer (or my Board of Directors), would he/she/they be likely to approve this business venture (for-profit or non-profit)?

III. Final Research Project Assignment Scoring

Course Project Scoring Rubric	Percent of grade
Structure: Includes title page, abstract page, introduction, thesis or problem statement, body, recommendations and conclusions, references list page.	10
Organization: Paper is organized in a hierarchical manner, with headings and subheadings, as needed to facilitate discernment of the logical structure.	10
Number of pages: 15-20 double-spaced pages, not including the title page, abstract, & reference pages (approx. 3,250 words).	10
Sources: At least five additional credible sources (in addition to course texts) these sources can be books, journal articles, and/or online websites.	10
APA Style & Citations: Proper and effective use of APA style for academic writing. Include paper format and in-text citations of references.	10
Academic Honesty: Follows University policy regarding plagiarism and is free of plagiarized content (max. of 15% directly quoted content). In cases of suspected plagiarism, the paper will be rejected and returned to the student with no grade.	10
Written communication: · Demonstrates synthesis of topic relevant literature and its application to the stated marketing management topic and thesis. · Solid introduction and clear thesis statement. · Logical defense and support of your position using references or empirical data. · Free of errors that detract from the overall message. · Good writing mechanics including proper sentence structure, paragraph structure, grammar, punctuation, and spelling. · Main supporting points easily identifiable, plausible, sophisticated, insightful, and clear. · Effective and clear transitions from point to point.	40
Total	100