Students will develop a plan to better reach one under-served generational group through a revised marketing mix or human resources strategy. They will be taking the information and developing a professional market research plan and proposal to meet the project criterion. In addition,they will be preparing a visual presentation to present to the judges. Any feedback to help students understand the process is beneficial. Students will be preparing projects to be competitive in our District and State competition.

The 2015 topic for each career category is the development of a plan to better serve a generational group. Working with an existing business/organization of their choice, participants will research the business and its current relations with various generational demographic groups. Students will then develop a plan to better reach one underserved generational group through a revised marketing mix or human resources strategy. Plans may include, but are not limited to, marketing mix revisions,customer service plans, employee training programs, workplace initiatives, or any combination of these elements. The goal of the strategies should be to better serve customers and/or strengthen the workplace environment for members of a specific generation.

*Select an actual local business operation or organization *Conduct a SWOT analysis of the business *Design a research study *Conduct market research *Analyze the results of the research study *Prepare a detailed plan to better serve customers and/or strengthen the workplace environment for a generational group *Prepare a detailed plan to better serve customers and/or strengthen the workplace environment for a generational group *Prepare a proposed budget *Present the research findings and proposed promotional campaign in a role-play situation to the business's owner/manager.

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Advanced Marketing Research

Students will meet set deadlines: II. INTRODUCTION A. Description of the business or organization B. Description of the community (economic, geographic, demographic and socioeconomic factors) C. Overview of the business or organization’s current target market III. RESEARCH METHODS USED IN THE STUDY A. Description and rationale of research methodologies selected to conduct the research study B.Process used to conduct the selected research methods IV. FINDINGS AND CONCLUSIONS OF THE STUDY A. Findings of the research study B. conclusions based on the findings V. PROPOSED STRATEGIC PLAN A. Objectives and rationale of the proposed plan B. Proposed activities and timelines C. Proposed metrics or key performance indicators to measure plan effectiveness VI. PROPOSED BUDGET

Each section will be submitted by the due date and students will be evaluated on each section.

Teacher will teach the information relevant to each section, show examples, and grade each section upon completion.

Give students effective feedback, looking at content, sentence structure, grammar, etc.