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Marketing 304/Vigneron: Overview

Franck Vigneron

This guide has been archived and may have outdated information or broken links.


This course guide will help you research a public company and that company's industry. If you have questions, you can e-mail me at charissa.jefferson@csun.edu. You can also use the Ask a Librarian link at the bottom of the page.

Team Project - worth 35%
Over the course of the session, your group will develop a complete marketing plan. The written
plan is due on the day indicated on the course schedule. The written plan is due at the
beginning of class on the day indicated in the course schedule. Plans turned in late will be
penalized with one letter grade for every day. A specific outline for the marketing plan will be
discussed in class and should be followed in your document. In brief, a report write-up should
include the following items:

  1. A statement of the major marketing issues facing the organization.
  2. An analysis of the situation using available tools. Identification of the most important tool for that product.
  3. Finally, a solution (i.e., recommended direction) and justification.

The report should focus on situation analysis and should be suitable as the first part of a larger
strategic plan. All reports must have some sort of market background that explains the nature
and objective of the report to your targeted readers, a SWOT analysis of your organization,
and some sort of recommendation for the proposed "new and improved" product/service.


Ask a Librarian

Ask a Librarian

At reference desk most hours the library is open.
(818) 677-2285