Communicating professionally and ethically is one of the
essential skill sets we can teach you at Strayer. The following
guidelines will ensure:
· Your writing is professional
· You avoid plagiarizing others, which is essential to writing ethically
· You give credit to others in your work
Visit Strayer’s Academic Integrity Center for more information.
Winter 2019
General Standards
Use Appropriate
Formatting
Include page numbers.
Use 1-inch margins.
Use Arial, Courier, Times New Roman, or Calibri font style.
Use 10-, 11-, or 12-point font size for the body of your text.
Use numerals (1, 2, 3, and so on) or spell out numbers (one, two, three, and so on).
Be consistent with your choice throughout the assignment.
Use either single or double spacing, according to assignment guidelines.
Title Your Work
If assignment requires a title page:
·· Include the assignment title, your name, course title, your professor’s name, and the
date of submission on a separate page.
If assignment does not require a title page (stated in the assignment details):
a. Include all required content in a header at the top of your document.
or b. Include all required content where appropriate for assignment format.
Examples of appropriate places per assignment: letterhead of a business letter
assignment or a title slide for a PowerPoint presentation.
Write Clearly
Use appropriate language and be concise.
Write in active voice when possible. Find tips here.
Use the point of view (first, second, or third person) required by the assignment
guidelines.
Use spelling and grammar check and proofread to help ensure your work is error free.
Cite Credible
Sources
Use credible sources to support your ideas/work. Find tips here.
Cite your sources throughout your work when you borrow someone else’s words or ideas.
Give credit to the authors.
Look for a permalink tool for a webpage when possible (especially when an electronic
source requires logging in like the Strayer Library). Find tips here.
Add each cited source to the Source List at the end of your assignment. (See the Giving
Credit to Authors and Sources section for more details.)
Don’t forget to cite and add your textbook to the Source List if you use it as a source.
Build a
Source List
Include a Source List when the assignment requires research or if you cite the textbook.
Type “Sources” centered on the first line of the page.
List the sources that you used in your assignment.
Organize sources in a numbered list and in order of use throughout the paper. Use the
original number when citing a source multiple times.
For more information, see the Source List section.
Strayer University Writing Standards
2
Writing Assignments
Strayer University uses several different types of writing assignments. The Strayer University
Student Writing Standards are designed to allow flexibility in formatting your assignment and
giving credit to your sources. This section covers specific areas to help you properly format
and develop your assignments. Note: The specific format guidelines override guidelines in the
General Standards section.
Paper and Essay
Specific Format
Guidelines
Use double spacing throughout the body of your assignment.
Use a consistent 12-point font throughout your assignment submission. (For
acceptable fonts, see General Standards section.)
Use the point of view (first or third person) required by the assignment guidelines.
Section headings can be used to divide different content areas. Align section
headings (centered) on the page, be consistent, and include at least two section
headings in the assignment.
Follow all other General Standards section guidelines.
PowerPoint or
Slideshow Specific
Format Guidelines
Title slides should include the project name (title your work to capture attention if
possible), a subtitle (if needed), the course title, and your name.
Use spacing that improves professional style (mixing single and double spacing as
needed).
Use a background color or image on slides.
Use Calibri, Lucida Console, Helvetica, Futura, Myriad Pro, or Gill Sans font styles.
Use 28-32 point font size for the body of your slides (based on your chosen font
style). Avoid font sizes below 24-point.
Use 36-44 point font size for the titles of your slides (based on chosen font style).
Limit content per slide (no more than 7 lines on any slide and no more than 7
words per line).
Include slide numbers when your slide show has 3+ slides. You may place the
numbers wherever you like (but be consistent).
Include appropriate images that connect directly to slide content or presentation
content.
Follow additional guidelines from the PowerPoint or Slideshow Specific Format
Guidelines section and assignment guidelines.
Strayer University Writing Standards
3
Giving Credit to Authors and Sources
When quoting or paraphrasing another source, you need to give credit by using an in-text
citation. An in-text citation includes the author’s last name and the number of the source from
the Source List. A well-researched assignment has at least as many sources as pages (see
Writing Assignments for the required number of sources). Find tips here.
Option #1: Paraphrasing
Rewording Source Information in Your Own Words
ORIGINAL SOURCE
·· Rephrase the source information in your words.
Be sure not to repeat the same words of the author.
·· Add a number to the end of your source (which will tie
to your Source List).
·· Remember, you cannot just replace words of the
original sentence.
Examples
“Writing at a college level requires informed
research.”
PARAPHRASING
As Harvey wrote, when writing a paper for
higher education, it is critical to research and
cite sources (1).
When writing a paper for higher education,
it is imperative to research and cite sources
(Harvey, 1).
Option #2: Quoting
Citing Another Person’s Work Word-For-Word
ORIGINAL SOURCE
·· Place quotation marks at the beginning and the end of
the quoted information.
·· Add a number to the end of your source (which will tie
to your Source List).
·· Do not quote more than one to two sentences
(approximately 25 words) at a time.
·· Do not start a sentence with a quotation.
·· Introduce and explain quotes within the context of
your paper.
Examples
“Writing at a college level requires informed
research.”
QUOTING
Harvey wrote in his book, “Writing at a college
level requires informed research” (1).
Many authors agree, “Writing at a college
level requires informed research” (Harvey, 1).
Strayer University Writing Standards
4
Traditional Sources
Page Numbers
When referencing multiple pages in a text book or other
large book, consider adding page numbers to help the
reader understand where the information you referenced
can be found. You can do this in three ways:
a. In the body of your paper;
or b. In the citation;
or c. By listing page numbers in the order they were
used in your paper on the Source List.
Example
IN-TEXT CITATION
(Harvey, 1, p. 16)
In the example, the author is Harvey, the source list number
is 1, and the page number that this information can be
found on is page 16.
Check with your instructor or the assignment guidelines to
see if there is a preference based on your course.
Multiple Sources (Synthesizing)
Synthesizing means using multiple sources in one sentence
or paragraph (typically paraphrased) to make a strong
point. This is normally done with more advanced writing,
but could happen in any writing where you use more than
one source.
The key here is clarity. If you paraphrase multiple sources
in the same sentence (of paragraph if the majority of the
information contained in the paragraph is paraphrased),
you should include each source in the citation. Separate
sources using semi-colons (;) and create the citation in
the normal style that you would for using only one source
(Name, Source Number).
Strayer University Writing Standards
Example
SYNTHESIZED IN-TEXT CITATION
(Harvey, 1; Buchanan, 2)
In the example, the authors Harvey and Buchanan were
paraphrased to help the student make a strong point.
Harvey is the first source on the source list, and Buchanan is
the second source on the source list.
5
Web Sources
A web source is any source accessed through an internet browser. Before using any source, first determine its credibility.
Then decide if the source is appropriate and relevant for your project. Find tips here.
Home Pages
Specific Web Pages
A home page is the main page that loads when you type
a standard web address. For instance, if you type Google.
com into the web browser, you will be taken to Google’s
home page.
If you are using any web page other than the home page,
include the specific title of the page and the direct link (when
possible) for that specific page in your Source List Entry.
If you do need to cite a home page, use the webpage’s
title from the browser. This found by moving your mouse
cursor over the webpage name at the top of the browser.
When citing a homepage, it is likely because there is a news
thread, image, or basic piece of information on a company
that you wish to include in your assignment.
Discussion Posts
When quoting or paraphrasing a source for discussion
threads, include the source number in parenthesis after the
body text where you quote or paraphrase. At the end of
your post, type the word “Sources” and below that include
a list of any sources that you cited.
If you pulled information from more than one source,
continue to number the additional sources in the order that
they appear in your post.
For more information on building a Source List Entry, see
Source List section.
If your assignment used multiple pages from the same author/
source, create separate Source List Entries for each page
when possible (if the title and/or web address is different).
Examples
SAMPLE POST
The work is the important part of any writing
assignment. According to Smith, “writing
things down is the biggest challenge” (1).
This is significant because…
The other side of this is also important. It is
noted that “actually writing isn’t important as
much as putting ideas somewhere useful” (2).
SOURCES
1. William Smith. 2018. The Way Things Are.
http://www.samplesite.com/writing
2. Patricia Smith. 2018. The Way Things Really
Are. http://www.betterthansample.com/tiger
Strayer University Writing Standards
6
Examples
Effective Internet Links
When sharing a link to an article with your instructor and
classmates, start with a brief summary and why you chose
to share it.
POOR EXAMPLE
Be sure to check the link you’re posting to be sure it will
work for your classmates. They should be able to just click
on the link and go directly to your shared site.
Share vs. URL Options
Cutting and pasting the URL (web address) from your browser
may not allow others to view your source. This makes it hard
for people to engage with the content you used.
To avoid this problem, look for a “share” option and choose
that when possible so your classmates and professor
get the full, direct link. Always test your link(s) before
submitting to make sure they work.
If you cannot properly share the link, include the article as an
attachment. Interested classmates and your professor can
reference the article shared as an attachment. Find tips here.
Hey check out this article: http://www.
Jobs4You.FED/Jobs_u_can_get
BETTER EXAMPLE
After reading the textbook this week, I
researched job sites. I found an article on how
to find the best job site depending on the job
you’re looking for. The author shared some
interesting tools such as job sites that collect job
postings from other sites and ranks them from
newest to oldest, depending on category. Check
out the article at this link: http://www.Jobs4You.
FED/Jobs_u_can_get
Charts, Images, and Tables
Charts, images, and tables should be centered and followed by an in-text citation. Design your page and place a citation
below the chart, image, or table. When referring to the chart, image, or table in the body of the assignment, use the citation.
On your Source List, provide the following details of the visual:
·· Author’s name (if created by you, provide your name)
·· Date (if created by you, provide the year)
·· Type (Chart, Image, or Table)
·· How to find it (link or other information – See Source List section for additional details).
Strayer University Writing Standards
7
Source List
The Source List (which includes the sources that you used in your assignment) is a new page
you add at the end of your paper. The list has two purposes: it gives credit to the authors that
you use and gives your readers enough information to find the source without your help. Build
your Source List as you write.
Setting Up the
Source List Page
·· Type “Sources” at the top of a new page.
·· Include a numbered list of the sources you used in your paper (the numbers
indicate the order in which you used them).
1. Use the number one (1) for the first source used in the paper, the number
two (2) for the second source, and so on.
2. Use the same number for a source if you use it multiple times.
Creating a
Source List Entry
·· Ensure each source includes five parts: author or organization, publication date,
title, page number (if needed), and how to find it. If you have trouble finding
these details, then re-evaluate the credibility of your source.
·· Use the browser link for a public webpage.
·· Use a permalink for a webpage when possible. Find tips here.
·· Instruct your readers how to find all sources that do not have a browser link
or a permalink.
·· Separate each Source List Element with a period on your Source List.
Source List Elements
AUTHOR
PUBLICATION DATE
TITLE
PAGE NO.
HOW TO FIND
The person(s) who
published the source. This
can be a single person,
a group of people, or an
organization. If the source
has no author, use “No
author” where you would
list the author.
The date the source was
published. If the source
has no publication date,
use “No date” where you
would list the date.
The title of the
source. If the
source has no title,
use “No title”
where you would
list the title.
The page
number(s) used. If
the source has no
page numbers,
omit this section
from your Source
List Entry.
Instruct readers how to find
all sources. Keep explanations
simple and concise, but
provide enough information
so the source can be located.
Note: It is your responsibility
to make sure the source can
be found.
Michael Harvey
2013
p. 1
In the case of multiple
authors, only list the first.
This is not the same as
copyright date, which is
denoted by ©
The Nuts &
Bolts of College
Writing
http://libdatab.strayer.edu/
login?url=http://search.
ebscohost.com/login.aspx
Examples
Strayer University Writing Standards
Include p. and
the page(s) used.
8
How It Will Look in Your Source List
1. Michael Harvey. 2013. The Nuts & Bolts of College Writing. p. 1. http://libdatab.strayer.edu/
login?url=http://search.ebscohost.com/login.aspx
Sample Source List
1.
Michael Harvey. 2013. The Nuts & Bolts of College Writing. p. 1. http://libdatab.strayer.edu/login?url=http://search.
ebscohost.com/login.aspx
2.
William R. Stanek. 2010. Storyboarding Techniques chapter in Effective Writing for Business, College and Life. http://
libdatab.strayer.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=359141&site=e
ds-live&scope=site&ebv=EB&ppid=pp_23
3.
Zyad Hicham. 2017. Vocabulary Growth in College-Level Students’ Narrative Writing. http://libdatab.strayer.edu/
login?url=http://search.ebscohost.com/login.aspx?direct=true&db=edsdoj&AN=edsdoj.9b7fad40e529462bafe3a936
aaf81420&site=eds-live&scope=site
4.
Anya Kamenetz. July 10, 2015. The Writing Assignment That Changes Lives. https://www.npr.org/sections/
ed/2015/07/10/419202925/the-writing-assignment-that-changes-lives
5.
Brad Thor. June 14, 2016. The Best Writing Advice I Ever Got. http://time.com/4363050/brad-thor-best-writing-advice/
6.
Karen Hertzberg. June 15, 2017. How to Improve Writing Skills in 15 Easy Steps. https://www.grammarly.com/blog/
how-to-improve-writing-skills/
7.
Roy Peter Clark. 2008. Writing Tools: 55 Essential Strategies for Every Writer. p.55-67. Book on Amazon.com.
8.
C.M. Gill. 2014. The Psychology of Grading and Scoring chapter in Essential Writing Skills for College & Beyond.
Textbook.
9.
ABC Company’s Policy & Procedures Committee. No Date. Employee Dress and Attendance Policy. Policy in my office.
10. Henry M. Sayre. 2014. The Humanities: Culture, Continuity and Change, Vol. 1. This is the HUM111 textbook.
11. Savannah Student. 2018. Image. http://www.studentsite.com
12. Don Dollarsign. 2018. Chart. http://www.allaboutthemoney.com
13. Company Newsletter Name. 2018. Table. Company Newsletter Printed Copy (provided upon request).
Strayer University Writing Standards
9
Grading for this assignment will be based on answer quality, logic/organization of the
paper, and language and writing skills, using the following rubric.
Points: 135
Assignment 4: Supply Chain Management and Financial Plan
Meets
Unacceptable
Minimum
Criteria
Below 60% F Expectations
60-69% D
1. Prepare a simple Did not submit Insufficiently
pro forma
or incompletely prepared a
(projected) income prepared a
simple pro
statement and
simple pro
forma
balance sheet for the forma
(projected)
first two years of
(projected)
income
operation, using
income
statement and
income projections statement and balance sheet
and incorporating an balance sheet
for the first
advertising plan.
for the first two two years of
Weight: 25%
years of
operation,
operation, using using income
income
projections
projections and and
incorporating an incorporating
advertising plan. an advertising
plan.
2. Outline a plan for Did not submit Insufficiently
hiring and retaining or incompletely outlined a
competent,
outlined a plan plan for hiring
motivated employees for hiring and and retaining
for your business.
retaining
competent,
Weight: 25%
competent,
motivated
motivated
employees for
employees for your business.
your business.
3. Prepare an outline Did not submit Insufficiently
for a “pitch,” i.e., a or incompletely prepared an
short 20–30 minute prepared an
outline for a
business plan
outline for a
“pitch,” i.e., a
presentation that will “pitch,” i.e., a short 20–30
be made to lenders short 20–30
minute
or investors.
minute business business plan
Weight: 35%
plan
presentation
presentation that that will be
will be made to made to
Fair
70-79% C
Proficient
80-89% B
Exemplary
90-100% A
Partially
prepared a
simple pro
forma
(projected)
income
statement and
balance sheet
for the first
two years of
operation,
using income
projections
and
incorporating
an advertising
plan.
Partially
outlined a plan
for hiring and
retaining
competent,
motivated
employees for
your business.
Satisfactorily Thoroughly
prepared a
prepared a
simple pro
simple pro
forma
forma
(projected)
(projected)
income
income
statement and statement and
balance sheet balance sheet
for the first for the first
two years of two years of
operation,
operation,
using income using income
projections
projections
and
and
incorporating incorporating
an advertising an advertising
plan.
plan.
Satisfactorily Thoroughly
outlined a
outlined a
plan for hiring plan for hiring
and retaining and retaining
competent,
competent,
motivated
motivated
employees for employees for
your business. your business.
Partially
prepared an
outline for a
“pitch,” i.e., a
short 20–30
minute
business plan
presentation
that will be
made to
Satisfactorily
prepared an
outline for a
“pitch,” i.e., a
short 20–30
minute
business plan
presentation
that will be
made to
Thoroughly
prepared an
outline for a
“pitch,” i.e., a
short 20–30
minute
business plan
presentation
that will be
made to
4. Two (2)
references outside
the textbook
Weight: 5%
5. Clarity, writing
mechanics, and
formatting
requirements.
Weight: 10%
lenders or
investors.
No references
provided
lenders or
investors.
Does not meet
the required
number of
references; all
references
poor quality
choices.
More than 8
errors present
7-8 errors
present
lenders or
investors.
Does not meet
the required
number of
references;
some
references
poor quality
choices.
5-6 errors
present
lenders or
lenders or
investors.
investors.
Meets number Exceeds
of required
number of
references; all required
references
references; all
high quality references
choices.
high quality
choices.
3-4 errors
present
0-2 errors
present
MARKETING STRATEGIES
1
Marketing Plan
Fahad Syed
Bus 402
8/25/2019
MARKETING STRATEGIES
2
Introduction
Different entrepreneurs tend to want to improve their business by ensuring profits in the
market of the products and getting customers from all angles.
Primary target market
It is a foreseen profit predicted by business entrepreneurs. In this assignment, the primary
target market was to ensure that they get customers and ensure the production of quality
products.
Three methods of researching customer need and wants.
Customers’ needs and wants can be known through various methods that include,
interviewing customers and asking them the products they need and how to be served as
customers.
Their needs can be known for recording experiences. It has been proven that keeping
records of how one's business operates greatly and positively helps in improving the business. By
working on the shortcomings and avoiding the repetition of previously done mistakes.
Lastly, knowing the needs and wants of customers. A follow me home research routine
can be done. Customers will be followed to their homes or workplaces to closely watch how they
operate and know there likes and preference. Thus helping in delivering quality services.
Describe the following terms in business marketing
a) Marketing mix
It is an action, plan or tactic done by different entrepreneurs in ensuring well promotion done to
the product, to gain customers. It requires a lot of research and consultations.
b) Product
MARKETING STRATEGIES
3
Product strategy is a tactic or plan used by different entrepreneurs to ensure that their products
gain market to the customers. This helps in developing a market program for the product
(Chartered Institute of Marketing, 2018).
c) Pricing strategy
Pricing strategies are the plans put in place to check on the pricing of different products in the
company. These strategies include skimming of prices, discount pricing, and competitive pricing.
d) Promotion
Involves marketers informing and persuading consumers on their products and the benefits and
advantages of the products, by creating awareness on their products to the customers.
e) Placement/ Distribution
It focuses on open exposure of products to the customers. By showcasing the products to the
customers, for them to know more about the products being sold to them.
One-year advertising budget
For my one-year advertising budget, I will ensure that before the release of the product to
the market. Campaigns of the product will be done to the customers by way of advertising
through social media platforms, televisions and even locally to the markets to reach the people.
My advertising budget will also include targeting different classes of people of different
ages. For instance, if a product is directed to kids who are in school, the product will be
advertised in schools and even given to pupils for free before the product being introduced to the
market.
Small business management
MARKETING STRATEGIES
4
Small businesses are privately owned businesses that have lesser employees or in most
cases, they tend to only have the owner of the business to run it or the owner can as well employ
someone to run the business on his behalf.
Necessary activities to start a business
For one to start up a business certain activities need to be included to make the business
successful. They include; checking on the production sector that includes the marketing and
designing sectors. (Stanley, September 01, 2018). The second activity should include problemsolving techniques that will help the business to solve some of its financial problems.
The third activity includes creating platforms for business advertising programs. The
fourth activity includes creating effective networks that will help ensure that products have a
market. The last one is ensuring a working financial plan that will check on the financial issues.
Key decisions to start a small business
Do your research; before one decides to start a business, he should first research the
business he/she wants to venture into.
Map your finances; all business requires money for them to be well run. One should first
source for capital that will help in starting and running the business.
Understand the risk; before venturing into any business one is supposed to be aware of
the risks that are involved in the business. (Stanley, September 01, 2018).
Issues in business management
Like all businesses, small businesses also tend to experience issues that include being
bankrupt always brought about by poor management of the business. Lack of a steady market for
its product, markets are now becoming hard to find thus the need to have a good plan for your
MARKETING STRATEGIES
business. Competition from other people who have also ventured in the same business is also an
issue in business management.
Conclusion
In conclusion, for entrepreneurs to succeed in their various businesses, they need to well
organize their businesses by having a market plan that will focus on all these issues and avoid
getting involved in risks that always affect the business badly.
5
MARKETING STRATEGIES
6
Reference
David, C., & Stanley, C. (September 01, 2018). Marketing Planning in Small Enterprises: A Model
and Some Empirical Evidence. Journal of Consumer Marketing.
Chartered Institute of Marketing. (2018). Marketing planning. Oxford: Butterworth-Heinemann
McDonald, M. H. B., & Wilson, H. (2018). Marketing plans: How to prepare them, how to use
them. Chichester, West Sussex: Wiley.
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