Unit I Research Project
In application of the concepts learned in this course, you will research an EXISTING publicly traded company compiling a
comprehensive marketing plan for this company throughout the course. Note that this is NOT a hypothetical
entrepreneurial venture but instead an existing publicly traded company, of your choice. Utilizing the CSU Online Library,
you will research the various elements of the marketing plan as it relates to this company. In Unit I you will provide a
Company Overview and a PEST Analysis.
This section will provide the reader with a general understanding of the company and product/service offered by the
company creating the value proposition for the customer. You might include general information about the company and
industry and product/service. Additional general information might include the size of company, location, NAISC code,
mission/vision/objectives, or any other general information about the company.
The purpose of this section of the marketing plan is to describe how changes in the business environment will affect the
company. This will be achieved by the use of the PEST Analysis, which attempts to review how changes in the
political/legal environment will affect your company, how changes in the economic environment will affect the company,
how changes in the socio-cultural environment will affect your company, and finally, how changes (advancements) in
technology will affect your company.
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page.
References should include at least one additional, credible reference beyond the textbook. All sources used must be
referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include
the use of subheadings (this week consider using Company Overview and PEST Analysis).
To determine the company you would like to research you may want to do a general search for “existing publicly traded
company” or “publicly traded company list”. If you have questions about what a publicly traded company is or if the
company you have chosen will work for this assignment please reach out to your professor. If you need assistance with
utilizing the CSU Online Library, please reach out to the CSU Online Library and a Librarian will assist you.
Information about accessing the Blackboard Grading Rubric for this assignment is provided below