Assignment Prompt & Instructions
**files (1)**
– ## MODULE1SLPMRKTEMP.pdf
**## MODULE1SLPMRKTEMP.pdf**
In this Session Long Project, you will work as a marketing
consultant to develop a feasible marketing plan for your client. You
will conduct secondary research in SLPs 1 and 2 and primary
research in SLP 3 to glean the necessary information for your
marketing plan in SLPs 4 and 5. When conducting primary research
in SLP 3, collect only qualitative data (i.e., personal in -depth
interviews with at least three target customers) for this study.
It is important to conduct quality market research on your focal
product/company in order to develop realistic and workable
marketing plans. Generally speaking, there are two types of
research. One is secondary research, which refers to information
search and data collection using existing sources, and the other is
primary research, which is your own data collection for the specific
study at hand. The purpose of market research is to collect usable
information to make more informed decisions on the business
problem, thus increasing the chance of business success in the
marketplace.
Please check the outline of the marketing plan, which provides
information on:
• The final format for this cumulative Session Long Project
• A list of topics for the whole project
• The continuity and connections among SLPs 1-5
In this module's SLP, identify a company and a task (a business
problem) for this marketing research project, and conduct situation
analysis related to the business problem. This is the first step of the
cumulative research project. You need to review all five SLPs first in
order to better understand the requirements for this project.
Product Statement
In this section, describe the company and the product that is going
to be the focus of interest for your marketing plan. For example, if
your client is Apple, provide brief background information on the
organization (e.g., what it is, what it does, history, success in what it
is doing, etc.). If the task is to market a new product (such as iPad
4), describe succinctly what iPad is, how long it has been around,
how successful it has been, and who the target audience is. Be
specific and detail-oriented, and do not assume that the reader is
familiar with the company and product.
Identify a company and a task for your research project at the very
beginning, based on the detailed requirements for this cumulative
Session Long Project. The task could be a real business problem
you are facing at your institution or a hypothetical business problem,
which should be based on one of the company’s existing brands or
products. It is also better to identify a task for existing public firms so
that you can find adequate information for your project. For
example, you may pick one of the following tasks.
• Apple needs to increase the market share of Apple Watch 2.
• Samsung wants to introduce a tablet called Galaxy MiniS.
• Microsoft intends to increase sales of Xbox One S 10TB console.
• Fitbit plans a successful release of Charge 3 wristband.
• Google wants to increase brand awareness of Home in Thailand.
Do not choose the product that is the basis of Case 1. It is best to
check with your instructor regarding the company and the task you
choose to analyze for this project. In choosing your company and
the task, keep in mind that in order to effectively conduct your
market research, you must have access to relevant information.
Also note that your task for this research project is what you are
going to do with a brand or product, rather than just the
brand/product. In other words, your task is to solve a business
problem faced by your client. So you need to state the business
problem and your task clearly at the beginning since it would guide
the following steps of this research project.
Situation Analysis
A situation analysis may also be known as an environmental
analysis. Conduct an environmental analysis including the external
environment, customer environment, and internal organizational
environment.
A. External Environment Analysis
In this section, identify/describe all external forces for change that
might affect the company, its future, and the future of its industry.
Identify the external realities upon which your plan will be based.
What are the competitive, technological, economic,
political/legal/regulatory, societal/lifestyle/cultural, market, buyer
behavior, channel of distribution, and other industry trends that
translate into external opportunities and threats? Explicitly state how
each of these forces can impact your company, your task, and the
outcomes you wish to accomplish. That is, do not just list these
forces; relate them to the task at hand. Keep in mind that tables and
figures cannot stand alone in any marketing plan. In other words, if
you want to use tables and figures, use them as support tools to
illustrate the points you are trying to make in your written text.
1. Industry Analysis: What is the current situation in the industry? This description includes the
size of the particular industry, trends in the industry, the industry outlook (expanding, stagnant,
or contracting), success factors and failures of the industry, and so forth. Are these trends and
developments likely to affect your task? How?
2. Competitive Analysis: There are three major types of competitive forces. Brand competitors
offer similar products with similar benefits and prices (e.g., monetary cost, time, effort, etc.), and
serve/target the same customers. Product competitors offer products that compete in the same
product class, but have different features, benefits, and price. Generic competitors offer
products that satisfy the same need or solve the problem, but in a different way.
For example, assume that the brand in question is Apple iPad 4, and your task is to come up
with a marketing plan of how to promote the iPad 4. In your Product Statement you will have
already talked about the iPad. Brand competitors in this case would be Samsung Galaxy,
Motorola Xoom, Toshiba Excite, Lenovo IdeaPad, and so on. Product competitors could include
Hewlett-Packard, Sony, and Dell computers. Generic competitors of iPad could include Regal
Theatres, Cox Cable and so on, which satisfy consumers’ entertainment needs.
When discussing the competitive forces, focus on the brand and product competitors, and
describe these competitors in more detail. How big are they? What is their market share (in
comparison to that of your company)? What is their income? How is the income derived? How
do they spend their moneys? What are their strengths and weaknesses? How do they pose a
threat to your company? What attracts consumers to their products? A detailed description of
these competitors will aid your future SWOT and Issues analyses, and give you ideas about
target market and implementation.
3. Technology not only refers to the new types of products such as computers and digital
products, but also means the processes by which tasks are accomplished. This section
examines how changes in technology impact customers’ lives and needs and how marketers
respond to their needs. Are these trends and developments likely to affect your task? How?
4. The Economic Situation looks at the stability and growth of the market in which the firm
operates, for example: country, region, state, or local area. This section may examine inflation,
employment, and income levels; taxes; and consumer confidence, as they impact the company
and the task of the marketing plan. Are these trends and developments likely to affect your
task? How?
5. Political Trends, Legal Trends, and Regulatory Forces: This section examines how
governmental regulations may affect the company and your task. It also looks at the company’s
relationships with elected officials. Is the current administration, Congress, state legislature,
county or city government likely to sponsor laws or regulatory changes that will affect the
company and the task, either favorably or negatively? Do recent court decisions have an impact
on the operating environment? Do they impact how you will have to carry out your task?
6. Cultural Trends may have a profound impact on how customers respond to the company’s
offering. Examples of lifestyle trends include less leisure time; cocooning; focus on health,
exercise and nutrition; and less concern with cleanliness. Demographic trends include aging
baby boomers, new boomers (Generation Y and Generation Z), a rise in single-person and
single-parent households, more women who work, and increasing population diversity. Some
changes in cultural values include less conspicuous consumption, value orientation
(quality/price), environmental concern, less tolerance of public smoking, more tolerance of
varying lifestyles, and giving back to the community. Are these trends and developments likely
to affect your task? How?
B. Customer Environment Analysis
This section should examine the current situation in respect to the
needs of the target market, expected changes in those needs, and
how the firm presently meets those needs. Answer all of the
following questions. Keep in mind that this section focuses on the
current target market of the company, not the market you propose to
target with this marketing plan. At this point, you are still examining
the status quo, which should aid your decision-making in the
remainder of the marketing plan. For example, if the company in
question is Apple, and the task is to promote the iPad 4, the focus in
this section of the marketing plan would be on the existing target
markets served by Apple and what can be learned from those
targets. Consider the following issues for your analysis:
• Who? Who are current and potential customers of the same customer group? What are the
demographics, psychographics, and geographics? Is the buyer the user? Who influences the
purchasing decision?
• How many? How many customers does the company serve? How many does it have the
capacity to serve?
• Where? Where are products purchased? Where do customers buy the products? What are the
types of intermediaries? What is the influence of electronic commerce? Where are customers
doing non-store buying—Home Shopping Network, catalogs, Internet?
• When? When are the products bought? What is the frequency of purchasing? Do promotional
events affect purchase? How do differences in physical or social environment, time demands,
or purchase task affect buying?
• How and What? What are the basic need-satisfying benefits? Does a competitor’s product fit a
need this product/service does not provide? What are changes in customers’ needs? How do
the customers pay—cash, credit or mobile app?
• Why Are There Non-Customers? Needs not met? Bad fit for lifestyle/image? Price? High
switching costs? Competition’s product is better? Poor distribution? They do not know about the
product?
C. Internal Environment Analysis
This section should identify/describe relevant internal aspects of the
company that will help identify strengths and weaknesses in your
SWOT analysis in the Module 2 SLP. This requires the identification
and analysis of the organization’s past financial performance (sales,
market share, profitability, etc.); marketing strategies (target market
and positioning/image); marketing goals, objectives, and past
performance; and marketing programs (advertising/promotion
effectiveness, product/service offers, distribution effectiveness and
channel programs, pricing, sales force effectiveness, sales strategy
and programs, public relations/publicity, marketing
research/intelligence gathering efforts, etc.). Additionally, the report
may need to examine items such as production capacity, technical
capabilities, management/leadership, organizational structure and
culture, level of available resources and skills, financial stability, the
product life cycle (i.e., is the product in introduction, growth,
maturity, or decline stage?), and other relevant characteristics of the
company that help develop a complete list of strengths and
weaknesses in your SWOT analysis. It is important to focus on how
the company is perceived by the market and its own customers as
the main determinant of market-relevant strengths. You may have a
table/chart/graph to show the company’s financial performance such
as its sales revenues, the profits, profit margin, market share, stock
price, market cap, return on assets, operating cash flow, and so on.
The written analysis in this subsection should be consistent with the
table/chart/graph.
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.
I. Product Statement (2 pages maximum)
a. Describe the company/organization.
b. Provide brief background of the product/brand.
c. Describe the business problem and task you have for this marketing plan.
d. Provide a brief overview of what issue you are studying, and how a marketing perspective can help
address the issue.
II. Situation Analysis (3-6 pages)
Note: Only include sections that are relevant to your task. The relevance of each section
of analysis should be clear to the reader.
a. External Environment Analysis
i. Context Analysis
1. Industry forces that might impact success of any actions taken
ii. Competitor Analysis
1. Any organization or message that may prevent any actions taken f rom being successful
iii. Technological and Economical Situation Analysis
iv. Political, Legal, and Cultural Analysis
b. Customer Environment Analysis
i. Customer Analysis
ii. Collaborator Analysis
c. Internal Environment Analysis
i. 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.
It is also important that you reference your sources throughout the
text of your marketing plan. Take the following paragraph as an
example:
“As a result, telephone interviewers often do not even get a chance
to explain that they are conducting a survey (Council for Marketing
and Opinion Research, 2003), and response rates have steadily
declined (Keeter et al., 2000) to reported lows of 7% (Council for
Marketing and Opinion Research, 2003). This decrease presents a
problem because not only does it increase the cost of conducting
telephone surveys, but it also leads to questions concerning the
generalizability of the results (Struebbe, Kernan & Grogan, 1986;
Tuckel & O’Neill, 2002).”
There are different citation and reference formats such as APA,
MLA, or Chicago. You need to use APA citation and reference
format for this course. The marketing plan should use third person
business writing. Avoid “we,” “our,” and “you.” Do not use
contractions in business writing.
Here are some guidelines on how to conduct information search and
build critical thinking skills.
Emerald Group Publishing. (n.d.). Searching for Information.
Retrieved from
http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm
Emerald Group Publishing. (n.d.). Developing Critical Thinking.
Retrieved from
http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinkin
g.htm
Guidelines for handling quoted and paraphrased material are found
at:
Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved from
https://owl.english.purdue.edu/owl/section/1/2/
Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and
Summarizing. Retrieved from
https://owl.english.purdue.edu/owl/resource/563/1/
Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved
from http://owl.english.purdue.edu/owl/resource/589/1/
Your paper consists of arguments in favor of your opinions or
positions on the issues addressed by the guidelines; therefore,
avoid the logical fallacies found in the following reference:
Purdue Online Writing Lab. (n.d.).Logic in Argumentative Writing.
Retrieved from
http://owl.english.purdue.edu/owl/resource/659/03/
**## MODULE1SLPMRKTEMP.pdf**
In this Session Long Project, you will work as a marketing
consultant to develop a feasible marketing plan for your client. You
will conduct secondary research in SLPs 1 and 2 and primary
research in SLP 3 to glean the necessary information for your
marketing plan in SLPs 4 and 5. When conducting primary research
in SLP 3, collect only qualitative data (i.e., personal in -depth
interviews with at least three target customers) for this study.
It is important to conduct quality market research on your focal
product/company in order to develop realistic and workable
marketing plans. Generally speaking, there are two types of
research. One is secondary research, which refers to information
search and data collection using existing sources, and the other is
primary research, which is your own data collection for the specific
study at hand. The purpose of market research is to collect usable
information to make more informed decisions on the business
problem, thus increasing the chance of business success in the
marketplace.
Please check the outline of the marketing plan, which provides
information on:
• The final format for this cumulative Session Long Project
• A list of topics for the whole project
• The continuity and connections among SLPs 1-5
In this module's SLP, identify a company and a task (a business
problem) for this marketing research project, and conduct situation
analysis related to the business problem. This is the first step of the
cumulative research project. You need to review all five SLPs first in
order to better understand the requirements for this project.
Product Statement
In this section, describe the company and the product that is going
to be the focus of interest for your marketing plan. For example, if
your client is Apple, provide brief background information on the
organization (e.g., what it is, what it does, history, success in what it
is doing, etc.). If the task is to market a new product (such as iPad
4), describe succinctly what iPad is, how long it has been around,
how successful it has been, and who the target audience is. Be
specific and detail-oriented, and do not assume that the reader is
familiar with the company and product.
Identify a company and a task for your research project at the very
beginning, based on the detailed requirements for this cumulative
Session Long Project. The task could be a real business problem
you are facing at your institution or a hypothetical business problem,
which should be based on one of the company’s existing brands or
products. It is also better to identify a task for existing public firms so
that you can find adequate information for your project. For
example, you may pick one of the following tasks.
• Apple needs to increase the market share of Apple Watch 2.
• Samsung wants to introduce a tablet called Galaxy MiniS.
• Microsoft intends to increase sales of Xbox One S 10TB console.
• Fitbit plans a successful release of Charge 3 wristband.
• Google wants to increase brand awareness of Home in Thailand.
Do not choose the product that is the basis of Case 1. It is best to
check with your instructor regarding the company and the task you
choose to analyze for this project. In choosing your company and
the task, keep in mind that in order to effectively conduct your
market research, you must have access to relevant information.
Also note that your task for this research project is what you are
going to do with a brand or product, rather than just the
brand/product. In other words, your task is to solve a business
problem faced by your client. So you need to state the business
problem and your task clearly at the beginning since it would guide
the following steps of this research project.
Situation Analysis
A situation analysis may also be known as an environmental
analysis. Conduct an environmental analysis including the external
environment, customer environment, and internal organizational
environment.
A. External Environment Analysis
In this section, identify/describe all external forces for change that
might affect the company, its future, and the future of its industry.
Identify the external realities upon which your plan will be based.
What are the competitive, technological, economic,
political/legal/regulatory, societal/lifestyle/cultural, market, buyer
behavior, channel of distribution, and other industry trends that
translate into external opportunities and threats? Explicitly state how
each of these forces can impact your company, your task, and the
outcomes you wish to accomplish. That is, do not just list these
forces; relate them to the task at hand. Keep in mind that tables and
figures cannot stand alone in any marketing plan. In other words, if
you want to use tables and figures, use them as support tools to
illustrate the points you are trying to make in your written text.
1. Industry Analysis: What is the current situation in the industry? This description includes the
size of the particular industry, trends in the industry, the industry outlook (expanding, stagnant,
or contracting), success factors and failures of the industry, and so forth. Are these trends and
developments likely to affect your task? How?
2. Competitive Analysis: There are three major types of competitive forces. Brand competitors
offer similar products with similar benefits and prices (e.g., monetary cost, time, effort, etc.), and
serve/target the same customers. Product competitors offer products that compete in the same
product class, but have different features, benefits, and price. Generic competitors offer
products that satisfy the same need or solve the problem, but in a different way.
For example, assume that the brand in question is Apple iPad 4, and your task is to come up
with a marketing plan of how to promote the iPad 4. In your Product Statement you will have
already talked about the iPad. Brand competitors in this case would be Samsung Galaxy,
Motorola Xoom, Toshiba Excite, Lenovo IdeaPad, and so on. Product competitors could include
Hewlett-Packard, Sony, and Dell computers. Generic competitors of iPad could include Regal
Theatres, Cox Cable and so on, which satisfy consumers’ entertainment needs.
When discussing the competitive forces, focus on the brand and product competitors, and
describe these competitors in more detail. How big are they? What is their market share (in
comparison to that of your company)? What is their income? How is the income derived? How
do they spend their moneys? What are their strengths and weaknesses? How do they pose a
threat to your company? What attracts consumers to their products? A detailed description of
these competitors will aid your future SWOT and Issues analyses, and give you ideas about
target market and implementation.
3. Technology not only refers to the new types of products such as computers and digital
products, but also means the processes by which tasks are accomplished. This section
examines how changes in technology impact customers’ lives and needs and how marketers
respond to their needs. Are these trends and developments likely to affect your task? How?
4. The Economic Situation looks at the stability and growth of the market in which the firm
operates, for example: country, region, state, or local area. This section may examine inflation,
employment, and income levels; taxes; and consumer confidence, as they impact the company
and the task of the marketing plan. Are these trends and developments likely to affect your
task? How?
5. Political Trends, Legal Trends, and Regulatory Forces: This section examines how
governmental regulations may affect the company and your task. It also looks at the company’s
relationships with elected officials. Is the current administration, Congress, state legislature,
county or city government likely to sponsor laws or regulatory changes that will affect the
company and the task, either favorably or negatively? Do recent court decisions have an impact
on the operating environment? Do they impact how you will have to carry out your task?
6. Cultural Trends may have a profound impact on how customers respond to the company’s
offering. Examples of lifestyle trends include less leisure time; cocooning; focus on health,
exercise and nutrition; and less concern with cleanliness. Demographic trends include aging
baby boomers, new boomers (Generation Y and Generation Z), a rise in single-person and
single-parent households, more women who work, and increasing population diversity. Some
changes in cultural values include less conspicuous consumption, value orientation
(quality/price), environmental concern, less tolerance of public smoking, more tolerance of
varying lifestyles, and giving back to the community. Are these trends and developments likely
to affect your task? How?
B. Customer Environment Analysis
This section should examine the current situation in respect to the
needs of the target market, expected changes in those needs, and
how the firm presently meets those needs. Answer all of the
following questions. Keep in mind that this section focuses on the
current target market of the company, not the market you propose to
target with this marketing plan. At this point, you are still examining
the status quo, which should aid your decision-making in the
remainder of the marketing plan. For example, if the company in
question is Apple, and the task is to promote the iPad 4, the focus in
this section of the marketing plan would be on the existing target
markets served by Apple and what can be learned from those
targets. Consider the following issues for your analysis:
• Who? Who are current and potential customers of the same customer group? What are the
demographics, psychographics, and geographics? Is the buyer the user? Who influences the
purchasing decision?
• How many? How many customers does the company serve? How many does it have the
capacity to serve?
• Where? Where are products purchased? Where do customers buy the products? What are the
types of intermediaries? What is the influence of electronic commerce? Where are customers
doing non-store buying—Home Shopping Network, catalogs, Internet?
• When? When are the products bought? What is the frequency of purchasing? Do promotional
events affect purchase? How do differences in physical or social environment, time demands,
or purchase task affect buying?
• How and What? What are the basic need-satisfying benefits? Does a competitor’s product fit a
need this product/service does not provide? What are changes in customers’ needs? How do
the customers pay—cash, credit or mobile app?
• Why Are There Non-Customers? Needs not met? Bad fit for lifestyle/image? Price? High
switching costs? Competition’s product is better? Poor distribution? They do not know about the
product?
C. Internal Environment Analysis
This section should identify/describe relevant internal aspects of the
company that will help identify strengths and weaknesses in your
SWOT analysis in the Module 2 SLP. This requires the identification
and analysis of the organization’s past financial performance (sales,
market share, profitability, etc.); marketing strategies (target market
and positioning/image); marketing goals, objectives, and past
performance; and marketing programs (advertising/promotion
effectiveness, product/service offers, distribution effectiveness and
channel programs, pricing, sales force effectiveness, sales strategy
and programs, public relations/publicity, marketing
research/intelligence gathering efforts, etc.). Additionally, the report
may need to examine items such as production capacity, technical
capabilities, management/leadership, organizational structure and
culture, level of available resources and skills, financial stability, the
product life cycle (i.e., is the product in introduction, growth,
maturity, or decline stage?), and other relevant characteristics of the
company that help develop a complete list of strengths and
weaknesses in your SWOT analysis. It is important to focus on how
the company is perceived by the market and its own customers as
the main determinant of market-relevant strengths. You may have a
table/chart/graph to show the company’s financial performance such
as its sales revenues, the profits, profit margin, market share, stock
price, market cap, return on assets, operating cash flow, and so on.
The written analysis in this subsection should be consistent with the
table/chart/graph.
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.
I. Product Statement (2 pages maximum)
a. Describe the company/organization.
b. Provide brief background of the product/brand.
c. Describe the business problem and task you have for this marketing plan.
d. Provide a brief overview of what issue you are studying, and how a marketing perspective can help
address the issue.
II. Situation Analysis (3-6 pages)
Note: Only include sections that are relevant to your task. The relevance of each section
of analysis should be clear to the reader.
a. External Environment Analysis
i. Context Analysis
1. Industry forces that might impact success of any actions taken
ii. Competitor Analysis
1. Any organization or message that may prevent any actions taken f rom being successful
iii. Technological and Economical Situation Analysis
iv. Political, Legal, and Cultural Analysis
b. Customer Environment Analysis
i. Customer Analysis
ii. Collaborator Analysis
c. Internal Environment Analysis
i. 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.
It is also important that you reference your sources throughout the
text of your marketing plan. Take the following paragraph as an
example:
“As a result, telephone interviewers often do not even get a chance
to explain that they are conducting a survey (Council for Marketing
and Opinion Research, 2003), and response rates have steadily
declined (Keeter et al., 2000) to reported lows of 7% (Council for
Marketing and Opinion Research, 2003). This decrease presents a
problem because not only does it increase the cost of conducting
telephone surveys, but it also leads to questions concerning the
generalizability of the results (Struebbe, Kernan & Grogan, 1986;
Tuckel & O’Neill, 2002).”
There are different citation and reference formats such as APA,
MLA, or Chicago. You need to use APA citation and reference
format for this course. The marketing plan should use third person
business writing. Avoid “we,” “our,” and “you.” Do not use
contractions in business writing.
Here are some guidelines on how to conduct information search and
build critical thinking skills.
Emerald Group Publishing. (n.d.). Searching for Information.
Retrieved from
http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm
Emerald Group Publishing. (n.d.). Developing Critical Thinking.
Retrieved from
http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinkin
g.htm
Guidelines for handling quoted and paraphrased material are found
at:
Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved from
https://owl.english.purdue.edu/owl/section/1/2/
Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and
Summarizing. Retrieved from
https://owl.english.purdue.edu/owl/resource/563/1/
Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved
from http://owl.english.purdue.edu/owl/resource/589/1/
Your paper consists of arguments in favor of your opinions or
positions on the issues addressed by the guidelines; therefore,
avoid the logical fallacies found in the following reference:
Purdue Online Writing Lab. (n.d.).Logic in Argumentative Writing.
Retrieved from
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