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To pass this project

In addition to demonstrating a complete understanding of the course material, exceeding the assignment requirements, extensive use of the required reading to support your arguments, consistently showing superior writing skills, critical thinking, solid analysis, extensive use of the reading material, conduct solid scholarly and reliable non-scholarly research, no typos, and no grammatical mistakes i.e. exceeding the requirements and expectations as far as quality, quantity and referencing are concerned. Research teaches you; it is a positive and dynamic learning process!

 Quality + Quantity + Scholarly & Reliable Non-Scholarly Research + Extensive Use of the Required Readings

By Quality: I refer to the in-depth analysis, critical thinking and reasoning in your responses and content

By Quantity: I refer to the amount of information or content of the response

By Scholarly References: I mean peer-reviewed sources e.g. Academy of Management Review or Sloan Business Review. This is in addition the reliable non-scholarly research on countries, companies, industries, ….etc

A. Skills Gap Analysis

The students will use an Excel-based skills gap analysis instrument to self-evaluate their knowledge and skills before beginning the assignment. After they complete their self-evaluation, they will use the textbox at the bottom of the worksheet to write a 400–500 words reflection describing two to three gaps that they will work to reduce, why they selected them, and the activities they will pursue to develop their selected competencies.

B. Researching Consumer Behavior:

- This is an exercise in graduate-level research.  Expect to spend between 6 - 7 hours doing research.  You will use Google and the University Library databases to find consumer information from reliable nonscholarly sources; as well as scholarly sources to support concepts.  You also need to use the course readings to support your arguments.

- Each student will act as a consultant to help ACME company to conduct a consumer buying behavior analysis in its markets in order to decide on whether or not to launch a new product.  The differentiation between the buying behaviors in these markets is the  main focus of this Project.

- Students will then write a value proposition for the potential new product; or basically what value ACME would be offering the consumer, and what would compel them to buy that product. The students have to come up with the product features/benefits from their own research (these are not provided!).

- Finally, the students will compile both deliverables into a single report. The report should have an executive summary that highlights its findings.

N.B. The main focus of this project is to learn about graduate-level research. Extensive scholarly and reliable non-scholarly research, as well as the course readings should be used to provide the necessary market information, and support the students’ arguments. Students are expected to spend 5 - 7 hours doing research for this project.  The information is out there, but needs some digging to find it.