MRKT 673 RESEARCH PAPER GUIDELINES
100 Points Written/Due Wednesday May 11 (10 am)
You will conduct research on a selected an approved topic, and present the findings of your research in a written presentation. In selecting a topic, the more specific you can be the better. For example, if your topic was changes in marketing strategy in the US auto industry, that is a great deal to discuss…..one could write a book. In this case so your paper will “go all over the place” from electric vehicles to luxury 4-wheel drive SUV’s to trucks, pricing, new products, new distribution strategies such as Carvana, promotion. If your topic was growth in electric vehicles, or electric trucks, or distribution strategies of electric vehicles, it would be much easier to manager.
To help you organize your thoughts, remember that a marketing strategy includes :
A TARGET MARKET and a
A MARKETNG MIX targeted to that market, which include
Place (distribution strategy)
And Changes in the environment which impact this strategy.
Here are some options for topics to help you organize your thinking.
(1) A Current Issue In Marketing
This research effort examines one issue in marketing. The issue can be social, economic, regulatory/political, competitive, technological, or competitive. A list of examples is provided.
Prices in the US drug industry.
The legalization of cannabis in Louisiana
The challenge of high prices in property insurance in the gulf south.
(2) Description Of Marketing Strategy/Activities Used In An Industry Or Market, And Trends In The Use Of The Strategy.
You can look through either of our text books and see dozens of marketing strategies to
talk about. There are many.
Example: The growth a private rental lodging in travel (Air BnB)
The use of direct mail in promotion…..it keeps hanging on.
Will the food delivery industry hand on after the pandemic…..
The Impact of Name Image and Likeness on College Athletics
(3) Description Of A U.S. Market Segment, The Changes In That Segment And How Those Changes Impact Marketing.
Examples: Millennials and the adoption of pets from shelters.
The demise of car ownership among young urban professionals
(4) Trends and Developments Of Marketing Strategy Used In An Industry Or Market
Examples: Growth of to farm to table distribution of food.
The future on online education services for higher education.
(5) Changes and developments in an institution used in marketing.
Examples: The demise of the mall and what is replacing.
The US Governments Challenge in increasing the adoption of
Health care treatments; Covid 19 Shots.
The growth of retails chains in rural American and its impact on the country store :: The fast growth of Dollar General
WRITTEN PRESENTATION REQUIREMENTS
Please use your best formal report writing ability, using any style your prefer for citation of references. Remember this is a research paper presenting findings…..its not about your opinion (not a essay). There are two basic parts to any research paper: One, doing the research, and two, presenting your findings. As with any research paper, the more references you have read the more research you have done. Interviews with industry managers make good sources. You may site sources using any method you prefer. Though a number of references is not specified, 3-5 would not reflect a thorough research effort for a term paper, 8-10 would show an appropriate effort, 12-15 would reflect an excellent effort.
With regard to the presentation, use sub-headings to aid with organization and the help guide the reader through the various points you cover. Please use 12 font Times New Roman, or a similar style. With regard to length, again a specific length by page is not specified, as the length depends somewhat on your topic and writing style. (3-4 pages would not reflect adequate work on a semester-long term project, however 15 pages is are not necessary).
No single outline will work for the variety of topics you have selected. Also, the particular information you are able to find will dictate the topics. The outline provided below is here as a guide. You are not required to include all the items on the list, and may bring in other topics.