MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP): USE INFORMATION TO DRIVE MARKETING DECISIONS ASSIGNMENT INSTRUCTIONS

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MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP): USE INFORMATION TO DRIVE MARKETING DECISIONS ASSIGNMENT INSTRUCTIONS

OVERVIEW

Each student must complete an individual marketing project. Your first task is to select a project topic. No two students will work on the same product/service. This must be an existing product, service, or organization.

INSTRUCTIONS

The same project topic must be used in all installments. Each project installment must include a title page that has the name of the project topic in it. Each of the five questions should be numbered and written out in its entirety in the pages that follow. The entire document (all five questions, combined, but not counting references) should be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. All content must show direct application to the topic and exclude definitions of terms and general explanations of generic marketing topics. The assignment should be submitted as a Microsoft Word document.

When completing an assignment for a given module, the student will assume the role of marketing manager for the selected organization. All student responses must be based on research. View the entire course textbook (all chapters) as a resource for the assignment, meaning it may be necessary to locate assignment-related material in chapters other than those corresponding with the module in which the assignment is located. While the effort has been made to ensure that all material necessary for assignment completion is found in the textbook, contact the instructor immediately if information needed to complete the assignment cannot be located in the textbook. The instructor will then provide instructions on locating the required material. Quotes must be minimized and long quotes (40 words or more) avoided. Outside sources that can be cited include scholarly marketing journals (Journal of Marketing, Journal of Marketing Research, etc.), practitioner publications (Wall Street Journal, Ad Age, etc.), and the course textbook. Assignments must be submitted though Turnitin.

Questions

Q1. Discuss the use of marketing research to be used to gather information on present or potential customers. Which forms of marketing research would be best in gathering consumer information relating to the product/service? Outline a marketing research process, including data-gathering techniques (survey, observation, etc.) (Ch.4)

Q2. Explain several external forces (political/legal, economic, competition, etc.) that affect the organization’s marketing planning and strategy. (Ch.4)

Q3. Discuss the aspects of the organization’s customer relationship management (CRM) program. (Ch.5)

Q4. Explain which consumer characteristics (personal, psychological, cultural, situational, social) matter most in the purchase decision. (Ch.6)

Q5. Explain how the product/service is positioned in the market. Quote or create a positioning statement for the product/service and explain its rationale. Format the statement with quotation marks, italics, or bold print. (Ch.7)

Project topic: Fanta and Coca-Cola

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