For this individual assignment, you are asked to produce a fully referenced “Industry Briefing Paper” for the Marketing Director of a company of your choice. Note, the size/scale of your chosen organisation [SME, multinational, domestic vs. international], industry/market sector) will be important when writing up your implications for this paper!
The paper needs to be written in 3rd person and provide the Marketing Director of this company with the following:
Your review of the practitioner literature should draw upon at least eight industry/trade/market reports, newspaper, and magazine articles. It should be fully referenced in Harvard style and should aim to provide a critical overview of research which has been carried out in the area. Your briefing paper can also refer to online blogs, discussion boards and/or academic textbooks.
Your paper should be a maximum of 2000 words (excluding references and appendices).
Topics for the Industry Briefing Paper (choose one only)
Your briefing paper should be addressed to the Marketing Director of your chosen company, suggesting how your insights and recommendations could be incorporated into future marketing plans and activities.
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