write a marketing report - industry briefing paper

Please read and understand what is required before bidding.

produce a fully referenced “Industry Briefing Paper” for the Marketing Director of a fictitious company (see table below for choice of companies). The paper needs to be written in 3rd person and provide the Marketing Director with the following:

an up-to-date picture of the academic literature and practitioner insights in your chosen topic area (see below for full details) and

provide recommendations regarding the future use of your chose 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.

Your paper should be a maximum of 2000 words (excluding references and appendices).

Topics for Industry Briefing Paper

Topic 1: Sponsorship

The briefing paper should be addressed to the marketing director of fictitious the company (below), suggesting how your recommendations could be incorporated into future communications plans.

Company A:

Get Fit Now! is a new national pay-as-you go gym company, targeting consumers who have become disillusioned by high joining and membership fees of health clubs. As a newcomer they need to build awareness very quickly and ensure that potential customers understand their position in the market place.

Key elements of an Industry Briefing Paper

Introduction to the paper (clarification of its purpose)

Critical analysis and discussion of academic theory in your chosen topic area

Use of case studies and practitioner comments to clarify how your chosen topic is already being used by other companies in their marketing communications

Discussion of key issues: for example, are there issues relating to integration into the wider communications mix? Have issue relating to evaluation and measurement emerged from your research? What other challenges can you identify?

Conclusions and recommendations: what recommendations would you make to the Marketing Director of your chosen company, based on your research?

References: List ALL sources used, in Harvard style.

Appendices: include any case studies and supporting information plus 300 words reflecting on the credibility and usefulness of the sources of information used.

Evner: Business Skrivning, Rapport Skrivning, Research, Research Writing, Teknisk Forfatning

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