This week, you will begin working on a series of Assignments in which you will examine a selected public company—or one with which you are familiar. During Weeks 2–6, you will apply the knowledge you gain from your Learning Resources and the research you conduct to complete a series of ‘audits’ on this selected company. Then, in Week 7, you will use this information to develop and present a Strategic Marketing Plan for your selected company.
This week, choose a public company, or one with which you are familiar and about which you have access to the information needed to complete your Assignments in this course. Although talking with someone from your chosen company is preferable, it is not mandatory for you to complete the Assignments. If, however, you have access to an individual who works at the company, remember that this should be someone in the marketing department who has an understanding of the overall marketing picture. It does not necessarily need to be a high-level marketing executive. You should arrange time to conduct the appropriate research to gather the information necessary to complete each of your marketing audit Assignments.
To prepare for this Assignment, review the Weeks 2–7 Assignment Overview document. se the Walden Library to find supporting literature on each topic. You should locate a minimum of two sources per topic (10 total), as this will support the Assignments you will complete in Weeks 2–7. This week, you will use five of those scholarly, peer-reviewed sources—one source per topic—to create an annotated bibliography.
The topics include the following:
- Week 2 – Macro Environment Audit
- Week 3 – Task Environment Audit
- Week 4 – Brand Audit
- Week 5 – Market Functioning Audit
- Week 6 – The Strategy Audit
By Day 7
Submit an annotated bibliography of the five peer-reviewed resources you selected. In your annotated bibliography, include the following:
- A full APA-style bibliographic reference for each resource that includes the author, date, title, place of publication, and publisher
- A summary of the document (2–3 paragraphs for each entry), including the main points, its purpose, the theoretical perspective on which it is based, and the scope
- For each article, evaluate the following:
- Reliability (research methods used, theories used, and data on which it is based)
- Appropriateness for the intended audience
- Background and authority of the author(s)
- Limitations of the research (which can depend on the scope, reliability, age of the document and bias)
- Significance of the research to your specific needs