Mgmt23 u3 ip_2011


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Mgmt23 u3 ip_2011

  1. 1. Unit 3 Individual Project 1 Victoria RockAmerican Intercontinental University Unit 3 Individual Project MGMT 230- Electronic Business Date of Submission
  2. 2. Unit 3 Individual Project 2 AbstractThis is a single paragraph, no indentation is required. The next page will be an abstract; “a brief,comprehensive summary of the contents of the article; it allows the readers to survey thecontents of an article quickly” (Publication Manual, 2010). The length of this abstract should be35-50 words (2-3 sentences). NOTE: the abstract must be on page 2 and the body of the paperwill begin on page 3.
  3. 3. Unit 3 Individual Project 3 Unit 3 Individual ProjectIntroduction Remember to always indent the first line of a paragraph (use the tab key). The introductionshould be short (2-3 sentences). The margins, font size, spacing, and font type (italics or plain)are set in APA format. While you may change the names of the headings and subheadings, donot change the font or style of font.Company’s Target Market: an Application of the Concepts Identify your target market. Provide a specific demographic profile and rationale for thisdecision. Another source that may help you: The US Census Bureaus American Fact Finder.Consider the size of the market and its purchasing power. Research is required to back-up yourselection and to provide statistics to show that it is a viable market. Copying and pastingstatistical tables does not show your mastery of the materials. Create the information in anoriginal format.The Psychology of your Target Market Get into the heads of your target market. Why does it WANT to be seen using yourproduct/service?Company’s Competition: an Application of the Concepts Analyze your competition. Who are they? Who are the biggest players (include market sharedata)? How large is the market? What are the trends/forecasts in the industry? How does yourproduct/service fit in? Hoovers Pro in the Library is a good tool for this section; it may beaccessed under “Find Web Resources” Research is required.The Psychology of your Competition What does your competition offer that your target market wants? How can you compete?
  4. 4. Unit 3 Individual Project 4Rationale for Choosing Channels Provide a detailed description of your IMC approach. Explain your rationale for choosingor rejecting the specific elements. Research Required.The Messages Describe the message you wish to communicate based on your core strategy. Explainyour rationale for the message. Formulate how you will communicate with your target market?Be specific.Conclusion Add some concluding remarks-can be a sentence or two.NOTE:If you are not at the end of PAGE 6 with content, your paper is too short (if you used graphs orcharts, your paper should be longer)Do not insert extra spaces between paragraphs to make your paper appear longer.If your paper is beyond PAGE 8 with content, it may be TOO LONG. Discuss length criteriawith your instructor.Do not change the font or margins to make the paper appear shorter or longer
  5. 5. Unit 3 Individual Project 5 ReferencesNOTE: The reference list starts on a new page after your conclusion.