Specific Instructions for the Portfolio Paper
- Each student will choose an existing company/brand that needs to be revamped.
- The company should have experienced a decline in popularity, sales, or growth.
- Use the Template for Writing a Marketing Plan in the Marketing Insight in Chapter 2 of your textbook and create a marketing plan for the company/brand.
- The written report must use titles including the following components:
- Executive Summary
- Situation Overview
- Goal
- Strategy: Target Market
- Strategy: Value Proposition
- Tactics
- Implementation
- Control
- Biblical Application (500-750 words) (How the biblical foundation should be incorporated to achieve company marketing goals)
- The paper is to include five (5) verses from Scripture that build the foundation for Christian worldview.
Prepare the Portfolio Paper using the following guidelines:
- 3,500 – 4,000 words using APA formatting, including title and reference pages
- Must include a title page (title of paper, your name, course name and course number, and date of submission)
- Must include a reference page
- Include biblical foundations application (500 – 750 words)
- Minimum of eight scholarly references
