After choosing a broad topic and narrowing that topic, you will:
1. Research your topic.
2. Produce an outline for a report (paper) in which you will present your findings.
3. Building on your outline, produce a report from an industry perspective.
In your final project you will assess some of the ramifications for this industry and speculate about the
functions and effects for them and others.
This is a written research paper project that also includes an outline and works cited page along with the
final paper. Length of final paper: 5-7 pages (including works cited page).
Guidelines and Requirements
1. Review the information in your text about media convergence (the blending of communication
technologies, operations, or businesses). Then go to Google or any search engine and type in the
words Media Convergence. Read at least three articles that discuss media convergence and the
concentration of media ownership.
2. When you have a good idea of what media convergence is, choose from the following list a form
of mass communication that you use most often or that interests you most:
a. newspapers
b. magazines
c. books
d. radio
e. sound recording
f. motion pictures.
3. Once you have chosen one of these broad topics, you’ll need to narrow down that topic to a
particular product, service, or phenomenon within this industry. For example, if you are an avid
reader, you might investigate how the printed book industry is changing due to digital distribution.
To narrow this broad topic, you might look at the role that computers have in the book publishing
industry (for example, how ordering books on Amazon may have replaced an actual trip to the
bookstore). Or you might explore how retail book sellers (like Barnes and Nobles) have changed
(coffee, sofas, music, etc.) the face of bookstores in general. You could also explore e-books
or digital books for Kindles. These topics are all included in digital distribution, so you need to
choose one to research.
For functions and effects, you might note the many retail Web sites on the Internet for book sales.
How is this affecting your visit to the bookstore and how you might socialize there? The point is to
analyze how you and others are affected by digital book sales. When choosing your own topic, be
sure to choose a topic that interests you.
4. You are required to hand in an outline draft of your intended paper and a sample works cited
page as part of Written Assignment 4. The outline may be topical, but you’ll need to show that
you have a pattern for organizing your paper and that you have researched the topic.
5. You will need to use at least 8 sources in your final paper (you may have more, but not less).
You may use books, newspaper articles, journals and general circulation magazine articles,
either in print or online. Keep in mind that you are writing an academic research paper, so use
appropriate and credible sources. You MUST use APA or MLA style for referencing your sources
both in the text and in the works cited page. Try to use at least one source from a broadcast or
cable program, and if possible, try to use an interview (for example, someone connected to that
industry).
6. Part of your paper must include an assessment of how you gained information about your topic.
For example, you need to assess the importance of your sources in terms of actual information
that contributed to your learning about your topic. Also, assess how accessible each of your
sources was—what did you have to do to actually get the material? You will probably want to
discuss the Internet and its role as a new mass medium, especially if you used the Internet for
your research.
7. You must use Times New Roman or Ariel font, 12 point, for your final paper and it must be
double-spaced. Be sure to include page numbers and a title (title page is not necessary).

Weekly tasks or assignments (Individual or Group Projects) will be due by Monday and late submissions will be assigned a late penalty in accordance with the late penalty policy found in the syllabus. NOTE: All submission posting times are based on midnight Central Time.

Step 1: Put the following steps in the order of a routine patient care flow, from the beginning through to the end of the patient encounter flow. 

• New patient paperwork is signed and returned to front desk with insurance information for verification of benefits
• Patient pays standard co-pay if applicable
• Hard copy record is pulled, or made if new patient
• Patient called to back office
• Height, weight, and blood pressure taken by CNA or CMA
• CMS 1500 form is coded and sent to insurance for reimbursement
• Signs in at reception desk
• Patient released from exam room
• Call in to schedule appointment
• Doctor, NP, or Physician’s Assistant examines patient
• Shown to patient care room
• Reason for visit reviewed with patient by CNA, CMA, or NP
• Any refunds due to patient or insurance sent out
• Collections efforts initiated if patient’s charges not paid, and any insurance appeals are processed
• Patient checks out and pays any deductible verified
• Explanation of benefits returns with breakdown of payments
• Height, weight, and blood pressure taken by CNA or CMA
• Practice manager applies payments, writes off amounts required by contract with insurance companies, adjusts patient’s account records, and initiates billing to patient that indicates insurance has processed charges

Step 2: Write an essay of 1–2 pages explaining how a new office would be set up or organized. Some of the elements included could be: 

• The physical appearance of the office
• The types of personnel that would be needed
• The types of activities, policies, or procedures that would be put into place to mentor employees and promote teamwork
• Create and describe the demographics of the patients that would receive care at this facility. 
  • Remember that demographics include any and all of the following: type of population (rural, suburban, urban); male or female; adult or child; type of insurance, public assistance, or no insurance; emergency care needed or preventative care; and many others.
• Describe the specialized training that you, the office manager, need to help this particular facility accomplish its mission of efficient integrated medical care to its patient population. 

Devry – MKTG522 – MARKETING MANAGEMENT
The Marketing Plan assignment gives you the opportunity to practice developing an integrated
business and marketing strategy for a product or service of your choice. This activity will make the
course come alive through the application of the principles from the textbook, course materials, and
discussions. Assignments such as this also help you develop business-oriented communication
skills.
The development of the marketing plan is an integral part of the course, and will require several
weeks of research, critical analysis, critical thinking, and writing. Past students tell us the only way to
do well on this project is to begin early and work on it consistently throughout the entire course.
You have several options when choosing a product or service for your marketing plan. Consider
choosing a new product for a new company (your own) or creating a new product for an existing
company. Perhaps you would want to do a product extension of an existing product. You might
consider a different approach to marketing an existing service. You can target consumers or
businesses. You may choose a product or service offered by your employer or your own business, or
one from another organization; however, you cannot simply report on how a current product is
marketed—it must be a product or market extension as outlined above. The marketing plan must be
original work. Ultimately, to maximize your learning experience, choose a product or service in which
you have an interest and about which you would like to see your product or service come to the
marketplace. However, keep in mind any idea must be realistic and reasonably able to come to
market within 18 months. Make sure there is information available about the industry and target
market of the product or service you choose.
Remember that this is a marketing plan and not a business plan; you are not creating a business,
but you are creating the marketing plan for a product or service. Thus, your focus should not be on
the company or its products, but on how to market the product or service that you have chosen.
Provide enough background and history to put the marketing plan in perspective. Do a
comprehensive SWOT analysis with an in-depth and candid look at your internal and external
environments. Establish your goals and objectives. Analyze the information developed, and only
then begin defining your target market and specifying the specific marketing strategies. Do not
simply report on how a company markets its goods or services. Instead, you should explain what
type of marketing you would propose. Your instructor must approve your plan idea, which is due in
Week 1 on the Marketing Plan Topic Form provided in Doc Sharing.
Guidelines
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In developing your content, try to demonstrate clarity of thinking, understanding, an application of
basic marketing principles, and a creative, but realistic, use of marketing tools. Explorations of your
options and choices are an important part of the demonstration of your mastery of marketing
concepts. There is seldom only one potential course of action in developing a real marketing plan;
demonstrate that you have considered options and alternatives at each step in your plan and have
chosen the best.
Please download and review the Marketing Plan Guide in Doc Sharing prior to beginning your
marketing plan. Also, see the Sonic Marketing Plan Example and Exercises in the Appendix of your

Kotler textbook. The questions asked in the exercises may help you further develop your marketing
plan.
Marketing Plan Outline
1.0 Executive Summary
2.0 Situation Analysis
2.1 Market Summary
2.2 SWOT Analysis
2.3 Competition
2.4 Product (Service) Offering
2.5 Keys to Success
2.6 Critical Issues
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Strategies
3.7 Marketing Mix
3.8 Marketing Research
4.0 Controls
4.1 Implementation
4.2 Marketing Organization
4.3 Contingency Planning
5.0 Conclusion

Paper Format
•

Every draft of the Marketing Plan assignment should be formatted per APA guidelines and
include the following.
o Title page
o

Page header and running head

o

Table of contents (optional)

o

Double-spaced text using Times New Roman, 12-point type font

o

Headings and subheadings as listed above

o

In-text citations

o

Reference page

•

The Final Marketing Plan should be 18–20 pages in length.

•

The page count does not include the title page, table of contents, or reference page.

Milestones and Grading Rubrics
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It is recommended that you have one working draft of the marketing plan and add to it throughout
the course. Remember to read the grade feedback and go back and revise your marketing plan prior
to submitting your final draft.
Category

Points %

Description

Marketing Plan
Topic (Week 1)

20

6

Submit your marketing plan topic using the Marketing
Plan Topic Form found in Doc Sharing.

MP First Draft
(Week 2)

70

20

Your first draft must include 2.0 Situation Analysis and all
of the supporting sections 2.1 through 2.6.

MP Second Draft
(Week 4)

70

20

For your second draft, add 3.0 Marketing Strategy plus
sections 3.1 through 3.4.

MP Third Draft
(Week 6)

70

20

In your third draft, you need to complete the 3.0
Marketing Strategy section by adding sections 3.5
through 3.8.

Final Marketing
Plan (Week 7)

Your Final Marketing Plan must include the final version
of all sections, including 1.0 Executive Summary, all
sections in 4.0 Controls, and 5.0 Conclusion.

MP Content

17

This includes all required sections, and it demonstrates
clarity of thinking; understanding; the application of basic
marketing principles; and a creative, but realistic, use of
marketing tools.

Documentation and
30
Formatting

9

The marketing plan follows APA guidelines and
assignment format instructions. You are required to have
a minimum of eight research references.

Organization and
Cohesiveness

15

4

The marketing plan is well organized using headings,
subheadings, and paragraph structure.

Editing

15

4

Your paper demonstrates graduate level writing,
including proper grammar, spelling, punctuation, and
good sentence structure.

Total

350

100

A quality paper will meet or exceed all of the above
requirements.

Best Practices
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60

•

Research is essential! As with any entrepreneur who is considering a venture into the world
of business, one should not “blindly walk into minefields.” You are already aware that the
business environment is highly competitive. Thus, the more you know about the market into
which you are going, the more you know about the competition, the more you know about
similar ventures (successful or not), the more you have explored the potential market for your
product or service, the better prepared you are to create a plan that minimizes risk and
maximizes the likelihood of success. Just as you would not blindly purchase stocks and
would investigate such a purchase before plunking down your hard-earned money, it is the
same thing with a marketing plan. Know what you are doing and where you are going.

•

Remember that marketing exists to solve consumer/business problems with a solution.

•

The marketing plan should be written in the third person.

•

Tables, charts, graphs, and graphics that accurately illustrate your strategies are welcome.

nstructions

Short Paper#2 :  (Week 6) (20% The topics of management and leadership are important to a healthy and productive organization.  Students will write a paper focused on the human side of management and leadership using information from the course material, plus any supplemental material provided to you or from your own research.  This paper requires student to reflect on the various topics covered in chapters 6-8 and then select three aspects of the human side of management and leadership and write about what is valuable to you, not to employees or other stakeholders within an organization.  In writing this short paper, students are expected to explain why each aspect is valued and why.  In explaining why, students must support their reasoning using the course material.  Students need to avoid taking articles and writing the paper around the article.  Course material and articles contain information that will help students support their reasoning and it the reflection of the material  that will provide the basis for the paper. By completing this assignment, students will meet the outcome(s): identify the critical business functions and how they interact in order to position the organization to be effective in the current business environment explain the importance of the integration of individuals and systems to organizational effectiveness describe the ethical and social responsibilities that confront a business Required Elements of the Short Paper: Identify three aspects of the human side of management and leadership that you value from the readings; Explain why you value these aspects; Apply the material learned in the course to support the reasoning of why you value these aspects. Required Formatting of Paper: This report should be double spaced, 12-point font, and two to three pages in length excluding the title page and reference page; Title page; Introductory paragraph and a summary paragraph Use APA formatting for in-text citations and a reference page.  You are expected to paraphrase and not use quotes.  Deductions will be taken when quotes are used and found to be unnecessary; Submit the paper in the Assignment Folder.

 

Read attachment. Instructions are there. (Business/Marketing)

Global Company(4-Pages)
Select a global company of your choice in the service industry. Using your selected global company as the subject matter, research the principles of marketing that impact this organization and prepare an APA paper that specifically: 
Describe the main line of business of the company. 
The Analysis
Select a global company of your choice in the service industry. Using your selected global company as the subject matter, research the principles of marketing that impact this organization and prepare an APA paper that specifically: 
• Describe the main line of business of the company
• Names four of the countries in which the company operates
• Explains, in detail, the implementation of the 4P’s marketing mix concept by the company including: 
o competition
o target market
o product strategy
o distribution strategy
o communication strategy
o pricing strategy 
• Describes any differences observed in the implementation of this concept, from one country to another 
Your report MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. The paper should be written in third person; this means pronouns like “I”, “we”, and “you” are not appropriate. The use of direct quotes is strongly discouraged. 
Part 2-Discussion
AIU publishes The Marketing Scene, an “online destination for professionals and consumers to discuss new ways of marketing, the effectiveness of advertising trends, specific ad campaigns, and the impact this information has on our society”. 
All of the articles are edited by marketing professionals to ensure quality information dissemination. Stories are added several times per week and cover a wide array of marketing topics. The stories are sorted by category: 
• Controversy in Ads
• Lifestyle Campaigns
• Target Marketing
• The Global View
• Emotional Advertising
• Marketing the Economy 
Read a few stories at the MarketingScene (this is a hyperlink to open in new window) to assist you with this assignment. 
Ethics and social responsibility are extremely important in marketing today. Pick a product or service currently marketed that either 1) you believe is unethical or 2) demonstrates social responsibility. This is your chance to show what you have learned and it could help you become a published writer (really – your post could be selected to appear in the MarketingScene).