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
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.