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For each paper, consider the chapter concepts for the week, and how they apply to your client. Keep in mind that this project is intended to bridge academic and real-world marketing.At the top of each page, put the chapter(s) that you’re writing about. Then write about how the concepts apply to your client, and finally your recommendation(s). Some of your recommendations will contain deliverables. For example, suppose you’re writing about chapter 5 (target markets and segmentation). Let’s suppose you’re working with a restaurant, and it happens to be close to a college. You might talk about market segments, and that you’d like to go after a new segment, college students. To do this, you are recommending a 10% discount with college ID. You could also make a flyer or social media post (or other deliverable, which should be sent with your paper) to advertise the new discount. So you have the chapter concepts (with course terms), then how it applies to your client and what you think the client should do.NOTES:You shouldn’t write about every chapter or every concept we study; select those that are the most appropriate for your particular client. Note: please don’t include definitions (I already know them) – just use the terms and tell me how they apply to your client, and make recommendations and/or deliverables to suit the issues as needed.You probably won’t want to use the chapter on global marketing, but you definitely SHOULD use the chapter on digital marketing. The idea is to use the chapters and concepts that apply best to your situation.Make sure to use the concepts and ideas – and TERMINOLOGY – that we discuss in the class (text, lecture notes, discussions, etc.).ALL PAPERS SHOULD BE THREE PAGES. SUBMIT THEM TO THE DROPBOXES BELOW.
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