The MMIP Project – Essaylink

The MMIP Project
Please note that you MAY NOT select a COMPANY for the MMIP.  You must select a specific product or service.  From the syllabus: “Each student must choose a new or existing product/service to analyze for the Marketing Management Individual Project (MMIP). No two students can work on the same product/service.”
For example, you might select “AHA” sparkling water as a specific product offered by the Coca-Cola Company, but you could not just select “Coca-Cola” as a company.
A good research paper is built on solid research.  The better your research (targeted, current, credible, etc.), the better chance you have of writing a good research paper.  For the MMIP project, credible business publications such as the Wall Street Journal, Fortune, Ad Age, etc. count as scholarly sources.
To search for specific journals, first head to the main JFL website: https://www.liberty.edu/library/ and click on Journal by Name under “Research” at the bottom of the page.  This should be right across from the slideshow on the homepage.  From there, they can type in the name of the journal they are looking for in the search bar to see if we have it available.  Once you select one of the journals, you’ll find where it can be accessed under the “View Online” heading.  Selecting one of those options will bring you to the database where you can view the journal.
As an example, I found that the Wall Street Journal could be accessed using ABI Inform.  I went to that site and typed in “LG TV” and found 356 articles in the Wall Street Journal that dealt with LG TVs.
Length of Weekly MMIP paper
If we assume 200 words per question each week times approximately 5 questions per week , that leads to a 1000 word-count approximation for each weekly paper.  The 200 words per question allows the student to answer the question comprehensively but succinctly.  I’m hopeful that students will learn how to write an initial draft of a paper and then edit that draft to reduce the number of words while improving the clarity of their writing.  It’s a challenge I know, but I think writing succinctly is a great skill to learn especially when dealing with business audiences.  Thus, attempt to keep each weekly MMIP paper to approximately 1000 words.  This agrees with the final MMIP paper rubric (week eight) where the body of the report is to be 5,000–7,250 words in length (not counting the title page or reference pages).

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