Marketing Paper

1. Co background, featured product, value creation, micro/macro environment.

2. Segmentation, targeting, differentiation, positioning, product/brand in depth, prod. development, PLC, pricing.

3. Channels, retail/wholesale, IMC, advertising & PR, personal selling.

4. Direct, Online, Co. Strategy, Comp. Adv., Sustainability, Ethics.

Paper instruction:

The paper should be based on the 4 DIAGNOSTICS mentioned above with a cover, index and general introduction towards the front, and some general conclusions/recommendations, information sources and appendices towards the back. Total length of the document’s main body may not exceed 10 pages (12 pt. Times New Roman, single spaced, and 1” margins). Being a business document, the Marketing Diagnostic needs to be well written, i.e. relevant, concise, formal (3rd person), well structured (headings, paragraphs), have good grammar and spelling, and be well presented (cover). The diagnostic should also include metrics/statistics to support the contentions made, and at least 10 proper references. Information sources must go beyond company websites and press releases and also include books, articles, blogs, interviews, etc.