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Marketing Analysis

Case Analysis: USA Today

During this course you will be asked to do two things:  1) analyze other organization’s marketing strategies, and 2) write a Marketing Plan for a company of your choice.

To help you understand the elements of a marketing strategy/plan, 3 case studies will be presented to you.  You will learn to analyze case studies during weeks 1, 4, and 7.  This knowledge will prepare you to write the components/elements of your Marketing Plan in weeks 2, 3, 4, 5, 6, 7, and 8.

Read How to Analyze a Case in the lesson folder.

Read Case 1: USA Today in textbook appendix

Write an analysis paper on the USA Today case study.  Within your paper be sure to answer the following questions:

  1. What opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and responds to these opportunities? Answer the same questions for USAToday.com
  2. How has a continuous strategy of marketing innovation proved successful for USA Today as it looks toward its future? Explain. 
  3. Based on USA Today’s experiences with print and online news, evaluate the long-term  potential of printed news and the newspapers publishing industry. Do you believe printed newspapers will continue to survive despite digital competition?

The requirements below must be met for your paper to be accepted and graded:

  • Write between 500 – 750 words (approximately 2 – 3 pages) using Microsoft Word in APA style, see example below.
  • Use font size 12 and 1” margins.
  • Include cover page and reference page.
  • At least 80% of your paper must be original content/writing.
  • No more than 20% of your content/information may come from references.
  • Use at least three references from outside the course material, one reference must be from EBSCOhost. Text book, lectures, and other materials in the course may be used, but are not counted toward the three reference requirement.
  • Cite all reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) in the paper and list on a reference page in APA style.

References must come from sources such as, scholarly journals found in EBSCOhost, CNN, online newspapers such as, The Wall Street Journal, government websites, etc. Sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. are not acceptable for academic writing.  

A detailed explanation of how to cite a source using APA can be found here (link).  

Download an example here.

Note:  A complete layout of the marketing plan can be found in the Appendix of the text.

Grading Criteria Assignments
Maximum Points Meets or exceeds established assignment criteria 40 Demonstrates an understanding of lesson concepts 20 Clearly presents well-reasoned ideas and concepts 30 Uses proper mechanics, punctuation, sentence structure, spelling, and APA style 10
Total
100

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