M Motors Strength of Marrketing Communication

Project Requirements for COMS 302 Major Project Fall 2010 (200 points)

The major paper examines the marketing communication of one of Detroitas Big Three car makers. The student will make a thesis about some aspect of the marketing communication of the particular company she or he chooses. It is to be one narrow, focused issue. It is not a comprehensive treatment of the positive and negatives of that car company. The total length of the text of the paper should be 4 A? to 5 pages.
The fundamental tensions for Detroitas Big Three are: (1) stability of the companya people donat want to buy from a company that is not likely to survive, (2) reliable products that will endure, and (3) products attractive to younger and more lucrative market segments.
The goal of this paper is to provide an assessment of the strength of the marketing communication of one of the Big Three companies keeping in mind the three fundamental tensions listed above.
Your paper should do the following:
1. Develop an introduction that establishes the issue about what your Big Three auto company is communicating to the public. Usually this takes one paragraph, but could take two. This is just the introduction to the issuea not the full discussion of it. The introduction is never labeled Introduction. The thesis usually comes at the end of the introduction.
2. Create a clear thesis about what the automaker you have chosen is communicating to the public. You need to have a clear, direct thesis. It should not be wimpy.
This is a very complex set of issues. You may get an A on this paper with a thesis like No car company does a better example of communicating its central place in the US market than Ford. You may also get an A on this paper using a thesis that claims something like Chrysleras marketing communication fails to present good reasons why the American public should buy its vehicles.
3. After you establish your thesis, create three or four arguments to support your thesis. Pick your best arguments--there will be many more. You do not have to cover everything. The lead sentence of the first paragraph establishing each argument should have a simple declarative statement stating your argument.
4. After an argument is made in the beginning of the paragraph, it should be supported with the reasons why this argument is true. Each argument may have more than one paragraph, but all three arguments should not be in the same paragraph. You should not argue by using rhetorical questions. Your reasoning is closely tied to how you use your sources.

5. Document your use of sources using appropriate APA format. Citations should document in the text where the material is used. A reference page gives the full details of each source used. Each argument should have at least one piece of evidence. Excellent papers will provide more developed evidence. Better evidence has more details. Excellent papers will typically use 10 or more sources, but it is also an issue of source quality and use of those sources beyond the quantity. The use of 10 one paragraph news clippings does not constitute quality. Extended articles about your company are better than two-column inches in a newspaper.
6. Summarize your points in a conclusion. Make sure your conclusion has a sense of finalitya it should not end abruptly. No new material should appear in the conclusion.
7. The paper should be free of stylistic or grammatical issues that disrupt the flow of thought in the paper. Severe writing issues may be penalized more when the sense of the argument lacks comprehensibility. Overall organization of the paper is an issue beyond the level of the sentence. That is, the paper should flow from the introduction to the thesis. Then the thesis should direct the remainder of the paper with each argument being tied to the thesis. In turn, each argument is supported by reasoning and evidence. Finally, it is drawn together in the conclusion.
The total length of the text of the paper should be 1000-1200 words. You should provide a word count at the end of the paper. Excessively short or long papers will be penalized. Note that greater length does not necessarily indicate a better paper.
The A-level paper clearly exceeds basic expectations by showing mastery of writing style, greater quantity and quality of source materials, and clear integration. Creativity and thoughtfulness are qualities often found in excellent papers.
The B-level paper meets the basic requirements by demonstrating quality writing with few errors, quality research that goes beyond material available on the PBS website, and analysis that goes beyond basic facts.
The C-level paper meets most of the basic requirements of a competent project, but falls short of meeting all the basic expectations.

Examine the grade sheet that follows to see the weight of these criteriaa some are of greater importance than others.




Name __________________________________

COMS 302 Fall 2010 Major Project Grade Sheet (200 points possible)
I. Clear introduction that develops a central issue (20 points)

Absent Deficient Poor Fair Good Excellent Outstanding
0 6 12 14 16 18 20

II. Clear thesis that makes a clear assertion about your Big Three Company (20 points)

Absent Deficient Poor Fair Good Excellent Outstanding
0 6 12 14 16 18 20

III. Articulation of three to four quality arguments (40 points)

Absent Deficient Poor Fair Good Excellent Outstanding 0 12 24 28 32 36 40

IV. Reasoning and use of evidence and sources (20)

Absent Deficient Poor Fair Good Excellent Outstanding
0 6 12 14 16 18 20

V. APA Documentation of sources; Quality of source material found and its use (40 points)

Absent Deficient Poor Fair Good Excellent Outstanding 0 12 24 28 32 36 40

VI. Conclusion (20 points)

Absent Deficient Poor Fair Good Excellent Outstanding
0 6 12 14 16 18 20

VII. Style, clarity and economy of expression, grammar and spelling (40 points)

Absent Deficient Poor Fair Good Excellent Outstanding
0 12 24 28 32 36 40

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