Students interested in earning extra grade credit in MKTG 3200: Principles of Marketing may research and prepare an Optional Research Report.

 

Broad Goal

The broad goal of the Optional Research Report is to give the student an opportunity to describe, analyze and evaluate in‑depth the marketing strateg­ies and tactics employed in marketing a specific product or service.  In the process of the special research, the student uses the basic conceptual framework of marketing management in developing the marketing strategy analysis.

 

The Conceptual Coverage and Organization of the Optional Research Report

The Optional Research Report should be organized into five major sections with the following content: (an approximate page length for each section is included)

    

Section I:       Describes the basic product or service in straightforward terms. (1/2 page)

 

Section II:      Describes the “real business” of the firm as expressed in “user-benefits” provided to the buyer/user of the product or service. (1 page)

 

Section III:     Describes what the firm is actually doing in terms of its current marketing strategy. (4 pages)

 

Section IV:    Presents Competitive Analysis of Three Firms

1. Systematic Comparison of Three Companies: Target Company vs.

Two Competitors on Key Strategic and Tactical Issues

1. W.O.T. Analysis Summary of Target Company—Strengths, Weaknesses, Opportunities and Threats ( 5 1/2 pages)

 

Section V:      Presents recommendations outlining how the firm could improve its marketing strategy and tactics and its market position longer term. (4 pages)

 

Section VI:     Lists each contact name, corporate title, address and telephone number of target company and competitors. (Not included in report page count)

 

The framework of the 3 “C’s’ (Customer, Competition and Company Mission and Objective) and the 4 “P’s” (Product, Price, Place/Distribution, and Promotion/ Marketing Com­munication), the managerial variables manipulated by the marketing manager, can provide a valuable organizational structure for the strategy description.

 

 

 

Topics to be Researched

The student is totally free to select any product or service that is interest­ing to the student.  Based on past student experience, several observations are relevant.

 

The topic should have basic appeal to the individual student.  That appeal could be based on:

 

• Interest in a new or unique concept, product or service.

 

• Exploration of a particular industry or product service as a potential part time or longer term employment career.

 

• A business owned by the student’s family.

 

The company MUST be Tri-Cities based or have a strong operation in the Tri-Cities area to guarantee availabil­ity of adequate management interaction and company information locally for the student’s research.

 

Historically, topics have covered a broad range of products and services including marketing strategies of local ethnic restaurants, trucking/local moving companies, the major city and suburban newspapers, boutiques within the major department stores, smaller specialty stores, educational institutions, sports teams, night clubs, health clubs, hospitals, professional serving organizations, e.g., accountants, physicians, dentists, chiropractors, etc.

 

Methodology

The methodology for the research project requires:

 

• “Hands‑on” involvement with the product or service in the market place, and

 

• In‑depth interviews with the operating managers of the firm. Therefore, it is essential that the topic selected have a strong Tri-Cities area presence for involvement with the operat­ing managers.

 

LIBRARY/INTERNET RESEARCH ALONE IS TOTALLY UNACCEPTABLE AS THE DATA BASE FOR THE PROJECT.

 

EACH STUDENT MUST INTERVIEW THREE COMPANIES WHO ARE COMPETING IN THE SAME BROADLY DEFINED GEOGRAPHIC MARKET.  ONE FIRM WILL BE THE TARGET COMPANY.  THE OTHER TWO FIRMS WILL BE USED FOR COMPARISON.

If THREE COMPANIES ARE NOT COMPARED, the project will be graded as UNSATIFSACTORY and “0” grade credit will be given.

 

 

 

 

The Mechanics and Format of the Optional Research Report

The Optional Research Report should follow this format:

 

• The Optional Research Report should consist of a maximum of 15 double spaced typed pages of text, 10 pt. Arial font. 1 inch margins (left/right and top/bottom).  Exhibits are not counted as part of the 15 pages of text.

 

• Each Report should be introduced with a simple cover page including the student’s name and UIN for identification.

 

• No elaborate binders or folders should be used.

 

• Each Report should be labeled with the student’s name and UIN for identification.

 

• Each page in the Report should be clearly

 

• Each Report should include five content sections as outlined earlier.

 

• Each section should be titled with the name of the section, e.g.,

 

Section I:  The Basic Product or Service

 

NOTE:  The format to be used in preparing the Optional Research Report has been outlined here in detail to simplify the student’s task.  Failure to follow this recommended format will result in a reduction in the report’s grade.

 

Return of the Optional Research Reports

THE OPTIONAL RESEARCH REPORTS WILL NOT RE RETURNED TO THE STUDENTS!

 

Special materials, exhibits, photographs, etc. may be returned after the research reports are graded. To guarantee return of selected materials, advanced arrangements must be made with the instructor.

 

THE TEXT OF THE RESEARCH REPORTS, HOWEVER, WILL NOT BE RETURNED.

 

If a student wants a copy of the research report his/her file, the student should make a copy before handing in the report.

 

Due Date

The specific due date will be announced in the class syllabus.

 

Grading Procedures

The Optional Research Report will be worth up to 30 points.  The points earned on the Optional Research Report however, will be a bonus added to your curve grade from your examination scores.

 

The Optional Research Report will be graded on these criteria:

 

• The structure and organization of the report.

 

• The comprehensiveness and quality of the factual content in each section of the Report.

 

• The quality and reasonableness of Section V: Recommendations outlining how the firm could improve its marketing strategy and tactics.

 

• Degree of compliance with the format instructions outlined in this assignment sheet.

 

The individual student’s basic grade point score for MKTG 3200 is calculated from the ten-minute quizzes, exams and the participation.  The individual students’ point scores are then arrayed into a total grade point curve.  Based on that curve, grade point categories are established for grades A, B, C, D, and F.

 

The Optional Research Report grade points are ADDED TO the individual student’s grade point score and the individual student’s increased grade point is positioned within the established course grade point categories.

 

The Optional Research Report grade is NOT INCLUDED IN THE ORIGINAL COURSE CURVE CALCULATION.  Therefore, the Optional Research Report grade is a NET BONUS to the student.

 

Benefits from Preparing the Optional Research Report

From a course grade viewpoint, students have typically prepared the Optional Research Report to:

 

• Collect in-depth information about a particular product/service category or potential career field as part of the MKTG 3200 course and receive bonus credit for that effort.

 

• Develop interviewing skills in dealing with managers and small business owners in preparation for future career interviewing.

 

• “Buy insurance” (bonus points toward the MKTG 3200 course grade) if they were concerned about making a low grade on the multiple-choice examinations.

 

• Make the highest grade practical in MKTG 3200. This is particularly important for marketing majors who want to establish a strong grade foundation in their major area introductory course.

 

Historically, students who do submit quality research reports will often raise their ultimate course grade by one letter grade level.

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