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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)
