MAKT406 Project Outline
Project Description:
A marketing campaign is a series of touches with your market to communicate a key message. The keyword is “series” since it usually takes multiple touches for your audience to recognize your message andrespond. Marketing campaigns can include many different media.
Phase Due Date Description Comment
1. Forming the project team
2. Introductory report
3. Exploratory study
4. Designing data collection instrument
5. Data analysis
6. Final Repot 15-20 pages
Organization of final report
– Title page: This should include:(2%)
– The course title, number, semester (Fall, and year)
– The company’s name / logo
– The professor’s name
– Group members’ names and due date
– Table of Contents: This should include a list of divisions and subdivisions of the report withpage references. If the report contains many figures or tables, a list of these should also beincluded immediately following the table of contents.(1%)
– Executive Summary: This one-to-two page managerial summary should outline the studybackground and objectives, major findings, conclusions based on the findings, andrecommendations for action. (5%)
– Report Body:
1. Introduction: Background factors necessitating the project. Include a situational analysis(Description of the organization chosen; type of activities or products offered, size,location, number of employees, etc.). This should contain a secondary data search (e.g.newspapers, journal articles, previous research reports, etc…). Within this phase you will have to give a full description about the company, its products or services, which segment of the market it targets.(8 %)
2. Marketing campaign (research) objectives. In this section, you need to research the different strategies the company uses in order to retain its current customers, gain new ones and build long relationships with them. During your research you need to look closely at a certain gap the company has that you think that if treated, it could affect the company’s business in a positive way. To conduct this research, you will need to visit the company and conduct some primary data in order to collect as much information as possible.(8 %)
Meet with company’s marketing department manager, sales department manager and purchasing department (All are a MUST) and general manager (optional) and you need to conduct PERSONAL INTERVIEWS
3. Research Methodology (15%)
a. Type(s) of research design(s) used (exploratory, descriptive). Explain why thismethodology was chosen.
b. Data collection method and forms. Discuss the logic of your choice of data collectionmethod. A copy of the interview guide should appear in anappendix.
c. Fieldwork. Explain how and where the fieldwork was conducted.
d. Data analysis procedure. Outline and describe the data preparation and processing.
4. Results – This includes analysis, interpretation, and discussion of the findings in light of theresearch objectives. (15 %)
This section should include:
– Creating the Customer Value Proposition i.e. benefits you are focusing on.
– What makes your company different?
– The focus on delivering customer solutions.
– How to focus on building long term relationships with customers.
– Determine the role of products you offer in the final products (Entering goods,
foundation goods, facilitating Goods).
– Classify the customers the company deals with (customer profiling).
5. Implementation, Conclusions and Recommendations(20 %)
a. Implementation: Suggest the different ways you can use in order to implement your new suggestions / additions to the company This includes how to use tools such as: Email, search, banners, social media and other online marketing tools, publicity, trade shows and events, print, radio and other “traditional” media, PR, testimonials…etc.
b. Conclusions: Opinions, implications, and insights for managerial decisions based on results.
c. Recommendations: Suggestions for managerial action, supported by both researchfindings and your judgment, and suggestions for future follow-up research (ifnecessary or desirable).
6. Appendices – All technical and/or detailed material should appear here. These can includedata collection forms, discussions of highly technical issues, detailed tables of results,endnotes, a bibliography, and any other support material.(1 %)
Format of final report
– This report is to be a professional effort in all respects. It should adhere to the organizationalscheme above, using headings and subheadings. You are to treat the written report as if you werepresenting it to top management.
– Your report body should include approximately 15 to 20 pages of typewritten, double-spaced, 12point font size, and has standard margins.
Evaluation of Papers
Each student will receive an individual grade that will be determined by:
1. Your final report grades (75 %). This report will be evaluated based on the adequatecoverage of the abovementioned aspects of the marketing campaign.
2. The in class presentation (20%)Each team will give a professional-quality, well-prepared, well-rehearsed, well organizedPowerPoint presentation in class. Presentations will be limited to 20 minutes maximum. Ifa member of the team is absent for the presentation, that member will receive a grade ofzero for the oral presentation. A rubric for the evaluation of your presentations will beprovided on blackboard.
3. Peer Evaluations(5%) Your entire project grade will be adjusted wither upwards or downwards based on the peerevaluations (A form will be distributed in class to do the peer evaluation).
4. Note: reports received after the due date will be penalized 10 points (out of 100 points) for eachweekday that they are late.
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