Select several businesses that may serve as candidates for your marketing plans book thesis project. Thoroughly research their financial, product or service and promotional profile over the most recent few years.
Propose your idea to your thesis project adviser. Once your project adviser is on board with the project, speak with a representative of the company or organization. If the company or organization does not approve the project, look for another company or organization.
Research the history of the company or organization. Start with the website, but go to local offices to talk to the marketing department and collect as many financial records, including advertising budgets, and as much collateral material as possible. It will help you get a clearer picture of the company's financial arc and the marketing campaigns behind it. Keep a record of any materials you research while doing this.
Interview board members, upper-level company officials and managers and employees to discuss the company's marketing needs and how they feel those needs can be addressed through a marketing plan. Ask what worked in the past and what didn't work. Get as many specifics as possible.
Determine who the company or organization's customers are based on your interviews. Research the specific demographic and learn about their interest and purchase patterns.
Review the company or organization's competition. This element is essential, because a shaky company usually has competitors who are besting it in the marketplace. Careful research into the competition provides insight into what your company should and shouldn't be doing.
Put together a survey for customers that will identify their attitude toward the services the company or organization offers, how often they use the services or product, and what makes the services or product of this company or organization better than those of its competitor. These surveys should also ask for personal information, such as sex and age, to help you identify your current audience.
Review the survey results to determine who the company's current audience is and who the company is obviously not reaching. This will help you to determine how to spread out and refocus the company's advertising.
Use the information from the surveys and interviews to put together a new advertising campaign for your marketing plans book. Most campaigns consist of print, radio, television and billboards, but don't ignore free social networking opportunities like Facebook and Twitter, paid Internet advertising, website design or re-design, cinema advertising, flyers and newsletters.
Design the ads and write the scripts. Generate a running theme that the reader, viewer or listener can relate to. Since writing a book is a time-consuming project, periodically review the content with the company or organization and revise it to fit the organization or company's current needs. Assemble a media-buying plan. Outline where and how often you suggest running the advertising content.
Design the handbook in a word processing program. Provide background on the company and the problem it currently has marketing what it offers. Include an audience profile, methodology, rationale and conclusion. List relevant undergraduate/graduate coursework and research in addition to a work plan and references.
Include the following section in great detail: company description, problem analysis, competition, public perception, audience profile, target analysis, creative approach, rationale behind creation for each piece of marketing, media-buying rationale and a media-buying plan.
Proofread your manuscript and hire a proofreader or technical colleague for a second read. Master's project requirements are specific to the program and university you are attending, so employ the approved format.