I gang

Write a Report

produce a fully referenced “Industry

Briefing Paper” for the Marketing Director of a fictitious company The paper needs to be written in 3rd person and provide the

Marketing Director with the following:

1) an up-to-date picture of the academic literature and practitioner insights in your

chosen topic area (see below for full details)


2) provide recommendations regarding the future use of your chosen communication tool

Your review of academic literature and should draw upon at least eight academic journal 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.

In addition, your briefing paper should include examples in the form of at least two case studies and comments from practitioners sourced from either trade journals or industry blogs and discussion boards or academic textbooks.

maximum of 2000 words (excluding references and appendices).

Chosen topic: Sponsorship

Fictitious company:

Fresh Fruit Soda is a new

brand of soft drink targeted

at drinkers who enjoy the

taste of fizzy drinks but want

a low sugar alternative. The

range includes apple, orange

and cranberry versions and

the marketing objective is to

penetrate the market,

establishing it as a top 5

brand within two years.

Evner: Rapport Skrivning

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