Project Outline 10 page

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Based on the case proposal and research plan professors comments, and the example of Expedia campaign, Please write a 10 page research outline. Let me know if any questions. Topic is how AmEx use shop small Saturday to promote its credit card purchase. Please strictly follow the outline tips and the examples. The examples are very useful in terms of citations. Example attached。

Format


  1. Executive
    Summary



    Simply include a placeholder in the outline. The executive summary should be the last
    piece of the paper you write.



    Background


    1. Outline the facts about the client’s organization, goals, and
      capabilities—and the time frame of the case– that the reader will need to
      understand your case.

    1. Include only essential information.

    1. Organize the information in an order that will be easy for the
      reader to follow and understand.

    1. Immediately following
      each fact, cite the source or sources for evidence supporting the fact. While at this stage of the project you
      do not need to write these citations in formal footnote/reference form, do
      include enough detail about each source for your advisor to know where the
      fact comes from. Write citations in
      italics.

    1. Identify any remaining gaps in background information that you are
      still working to fill. Use a colored
      font
      for notes about gaps.


    The
    Communications Problem or Opportunity



    Define,
    in outline form, the major communications problem or opportunity. Explain why this problem or opportunity was important
    to the client, and how solving it would accomplish something of value for the
    client.


    Situation
    Analysis


    1. Outline the most important major conclusions you are drawing from
      your research. Between five and ten
      key conclusions might be right for a Portfolio case study, but you
      may include more or fewer if you need to.

    1. Organize the conclusions in an order that tells a story. The organization should be logical and
      easy for the reader to follow and understand.

    1. Consider grouping related conclusions together in sub-sections
      with headings.

    1. Under each conclusion, list evidence from your research that
      supports that conclusion. List
      these facts in a logical order.

    1. Immediately following
      each piece of evidence, cite the source or sources for it. While at this stage of the project you
      do not need to write these citations in formal footnote/reference form, do
      include enough detail about each source for your advisor to know where the
      fact comes from. Write citations in
      italics.

    1. Identify any remaining gaps in supporting evidence that you are
      still working to fill. Use a colored
      font
      for notes about gaps.

    Relevant
    Experience From Other Organizations



    1.
    Outline other
    relevant cases, explaining for each:

    § What
    makes it relevant to your client’s situation, noting also how it might be
    different from your client’s situation.

    § Key
    elements of the other organization’s communications program (targets, message,
    integrated tactics, etc)

    § Results


    2. Immediately
    following each piece of evidence, cite the source or sources for it. While at this stage of the project you do not
    need to write these citations in formal footnote/reference form, do include
    enough detail about each source for your advisor to know where the fact comes
    from. Write citations in italics.



    3.
    Summarize
    the learning a strategic communicator can take from these examples that is
    relevant to your client’s case.



    4.
    Identify
    any remaining gaps in supporting evidence that you are still working to
    fill. Use a colored font for
    notes about gaps.

    Your
    Client’s Communications Program


    1. Outline the communications program your client actually employed
      to solve the problem in this case, or to make the most of the
      opportunity. Include information
      about:

    § Target audience(s)

    § Objective(s)

    § Message

    § Integrated communications tactics

    1. Under each element of the strategy, sketch in a rough outline of
      why the client chose it.

    1. Summarize the results of the communications program.

    1. Cite sources.
      While at this stage of the project you do not need to write these
      citations in formal footnote/reference form, do include enough detail
      about each source for your advisor to know where the fact comes from. Write citations in italics.

    1. Note any remaining gaps in supporting evidence that you are still
      working to fill. Use a colored
      font
      for notes about gaps.







    Results


    1. Outline the key results of the client’s communications
      programs. Frame the results in
      terms of the objectives of the program.—that is, make it clear whether the
      communications program did or did not meet its in-going objectives.

    1. For each result, list evidence from your research for it. List these facts in a logical
      order.

    1. Immediately following
      each piece of evidence, cite the source or sources for it. While at this stage of the project you
      do not need to write these citations in formal footnote/reference form, do
      include enough detail about each source for your advisor to know where the
      fact comes from. Write citations in
      italics.

    1. Identify any remaining gaps in supporting evidence that you are
      still working to fill. Use a colored
      font
      for notes about gaps.


    Your
    Assessment



    You do not need to include your assessment of the
    case at this stage of the project. You
    might want to include a placeholder for it in your outline, however.

    Appendices



    Note plans for any appendices you wish to attach to
    the main body of the proposal.


    TIPS
    FOR OUTLINING


    1. Use
      simple, clear, complete sentences
      .

    1. At this stage, engaging lead-ins, elegant prose, smooth-flowing
      transitions, formally-cited sources, and the like are less important than
      logical, easy-to-understand organization of the material in the case and
      solid support for your thinking.

    1. At this stage, there is no need to feel bad about gaps. Just recognize that you will need to
      fill those gaps–ideally, by the first draft; certainly by the final
      proposal.

    1. Keep your outline to 10 pages or fewer.

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