Phase I Marketing Project:  Fall 2008 

Learning Objectives:  In MKTG 361 we have several major pedagogical outcomes (beyond the core marketing knowledge) and these are:

1) Awareness of current events
2) Ethical Issues
3) Global Awareness
4) Information Literacy

In order to achieve these outcomes, a project has been designed that will employ the use of teams to further assure that the students gain experience in a real-world, team based project.

Project Overview:  In accordance with the learning objectives a two-phased project has been developed that will allow teams the flexibility to investigate an industry that is of interest to them while simultaneously ensuring that the four outcomes stated above be achieved.

Phase I:  SWOTT analysis of a chosen industry, more specifically, a product or service in this industry.  This analysis will require a preliminary investigation of the key players in the industry and their product portfolio.

Deliverable(s):

• Each team must first decide upon an industry that is mutually agreeable to all team members.
• Once this industry has been selected, select a product or service within this industry.  This selection must be specific.  For example:  Red Bull Energy Drink, or Next Care Urgent Care System.
• Identify the Top Three Competitors for your chosen product or service.  This step is very important and it is critical that you are not myopic in your thought process.  Below is an example: 
o Product: Ipod: 
o Major competition:  Other MP3 players as well as X ...