1. practice the processes and procedures for creating and completing successful writing in their fields;
1. Write four marketing plans
2. Written in-class exercises and oral discussion of information collection
3. Creating a Data Collection Journal
4. Developing an information search strategy for marketing information
5. Written case analysis and concept explanation
6. Electronic memos and written essay exam questions
2. understand the main features and uses of writing in their fields;
1. Prepare both strategic and annual marketing plans
2. Case analysis write-ups
3. Memos reporting statistical analysis
4. Explanation of concepts to peers
3. adapt their writing to the general expectations of readers in their fields;
1. Industry formats for writing marketing plans
2. Essay exams and concept explanations written for instructor grading
4. make use of the technologies commonly used for research and writing in their fields; and
1. Laptop based course
2. Heavy use of internet search and information documented with Data Collection Journals
3. Blackboard software use for communications and some testing
5. learn the conventions of evidence, format, usage, and documentation in their fields.
1. Written marketing plans
2. Data Collection Journals cite sources
3. Format of performing case analysis and statistical write-ups
4. Essay exams

The purpose of the formal writing assignments are to encourage strategy development, which involves gathering information, analyzing the strategic content, precipitating strategic decisions, and developing strategic implementation plans. Completion of the written assignments will provide a systematic and comprehensive approach to writing long-term strategic marketing plans and annual marketing plans. (Letters in parenthesis correspond to the USWF outcomes.)

Each of the four required marketing plan assignments (2 strategic marketing plans and 2 annual marketing plans) (a, b, c, d, e) begins with a thorough information research effort involving the internet, public and commercial databases, library reference material, government documents, trade associations, periodicals, trade journals, business directories, annual reports, press releases, personal interviews and primary data collection. A systematic process for acquiring, analyzing, synthesizing and evaluating the information is provided through in-class exercises and discussion (a,d,e).

Creating and maintaining a Data Collection Journal (a, d, e) will document the information search effort and provide the basis for creating an efficient information search strategy for the next reports. After completing this process four times, each student should have a well documented and clearly written marketing information search strategy (a, d, e).

All projects are individually researched and written. Industry standard report and writing formats are provided in report format handouts and in the appendix of the Strategic Market Management text (b, c). Each phase of the project will be assessed with two peer-reviewed/instructor-guided assessments and an optional instructor assessment. The revised sections will be integrated into a final written marketing plan, which is typically 10-20 pages in length with unlimited student-created appendices. The final marketing plan is evaluated/graded by the instructor using a grading rubric that clearly specifies expectations. Completing each section of the project with two different case scenarios will develop report writing proficiencies by allowing feedback, improvement, and practice. Approximately two-thirds of your course grade in this six-credit hour course will be based on these four written marketing plans.

1. External Analysis Draft Jan. 23^rd

2. Internal Analysis Draft Jan. 30^th

3. SWOT & Portfolio Matrix Draft Feb. 6^th

4. Strategic Market Plan Draft Feb. 7^th

5. Case 1 Situation Analysis & Strategic Plan Feb. 11^th 150 points

6. Case 2 Draft Feb. 20^th

7. Case 2 Situation Analysis & Strategic Plan Feb. 22^nd 150 points

8. Midterm Exam Feb. 27^th 150 points

9. Segmentation, Product, Price Draft March 27^th

10. Positioning, Place & Promotion Draft April 10^th

11. Case 3 Situation Analysis & Marketing Plan April 17^th 150 points

12. Case 4 Situation Analysis & Marketing Plan April 25^th 150 points

The purpose of informal writing assignments is to help you express and assess your level of understanding of key concepts, initiate a prepared class discussion, and prepare you for the exams.

Students will periodically be given out-of-class assignments that require a short half-page written explanation of major concepts (a, b, c) in their own words using relevant examples that illustrate the concept to a marketing manager.

New course material will be presented with a mini-case study (a, b, c, e) and lecture/discussion format. Students will write (in-class) short essay type answers to the questions in the mini-cases prior to the lecture/discussion.

Results and interpretation of analyses involving SPSS software will be written (in-class) in memo format (a, b, c, d, e) and occur six times during the second half of the semester.

Informal writing assignments will be evaluated by the instructor and recorded as: ‘satisfactory’, ‘needs improvement’ or ‘excellent’ (v, -, +). Comments on general ways to improve will be provided in-class by the instructor and by comments from peers. Completion of informal writing assignments count in the Course Participation points; in addition the material and format of these assignments form the basis for short essay exam questions (a, b, c, d, e).

Writing support will be provided frequently on the formal writing assignments thorough the use of sequenced assignments, two peer-reviewed/instructor-guided assessments, the reading and critique of two other students’ papers, and instructor feedback. The marketing plan will under go revisions based on the comments and then be submitted for final instructor evaluation/grading. Students will then complete the same assignment with a second industry and company scenario, providing another opportunity for improvement. Students are also highly encouraged to utilize the WSU Writing Center for assistance http://www.winona.edu/writingcenter/.

A 90%+ A, 80-89% B, 70-79% C, 60-69% D, and <60% F scale will be used for assignments, exams, and for the overall course grade – there will be no curve. Therefore, it is theoretically possible for everyone in the class to get an A (or F). Collaborative learning is highly encouraged in this class; however, each assignment is an individual’s assignment. Therefore, all writing should be in your own words with sources of information cited in parenthesis; no two reports should be identical!

Each of the four marketing plans is worth a possible 150 points. A grading rubric for assigning points will be distributed prior to submitting your report for instructor grading. A midterm and final exam consisting of short essay questions, problems, and analyses will also be worth 150 points each.

Course participation will be used to adjust final grades up or down. Course participation will be informally tracked; and it consists of attendance, completion of peer assessments, quizzes, preparation of readings, in-class assignments and cases, class discussion and other aspects of the class that enhance learning. If an individual performs at a level that is ‘normal’ for the class, no adjustment to their final grade will be made. If course participation is ‘above-normal’, up to two percentage points may be added to the final grade percent. If participation is ‘below-normal’, up to ten percentage points may be subtracted from the final grade percent.