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BUSI 520

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MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP): DISCOVER

MARKETING MANAGEMENT ASSIGNMENT INSTRUCTIONS

OVERVIEW

Each student must complete an individual marketing project. Your first task is to select a project

topic. This must be an existing product, service, or organization. Please select an organization or

brand from within one of these pre-approved industries:

 Agriculture

 Automotive/personal transportation

 Computers/home technology

 Consumer staples

 Fast food

 Financial services

 Food and beverage

 Health care

 Home entertainment

 Home furnishings/appliances/comfort

 Hospitality

 House and garden

 Insurance

 Large retail

 Online retail

 Personal care/nutrition

 Personal communication

 Personal fitness

 Personal technology/consumer electronics

 Shipping

 Specialty retail

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,

BUSI 520

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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. Provide a description of the product/service and a brief history of the firm.

Q2. Explain the organization’s current or possible global marketing efforts. (Ch. 3)

Q3. Explain the organization’s mission. Provide its mission statement or create one if necessary.

Please format this with quotation marks, italics, or bold print. (Ch 3)

Q4. Explain the organization’s competitive strategy. Chapter 3 provides the names of specific

strategies. Select one of these specific strategies. (Ch.3)

Q5. Conduct a SWOT (strengths, weaknesses, opportunities, threats) analysis for the

organization. Structure this with a heading for each of the four components. (Ch.3)

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