Based on the case proposal and research plan professors comments, and the example of Expedia campaign, Please write a 10 page research outline. Let me know if any questions. Topic is how AmEx use shop small Saturday to promote its credit card purchase. Please strictly follow the outline tips and the examples. The examples are very useful in terms of citations. Example attached。

Format

1. 
   
   Executive Summary
   
   
   Simply include a placeholder in the outline. The executive summary should be the last piece of the paper you write.
   
   
   Background
   
   
   
   1. Outline the facts about the client’s organization, goals, and capabilities—and the time frame of the case– that the reader will need to understand your case.
      

   
   

   1. Include only essential information.
      

   
   

   1. Organize the information in an order that will be easy for the reader to follow and understand.
      

   
   

   1. Immediately following each fact, cite the source or sources for evidence supporting the fact. While at this stage of the project you do not need to write these citations in formal footnote/reference form, do include enough detail about each source for your advisor to know where the fact comes from. Write citations in italics.
      

   
   
   

   1. Identify any remaining gaps in background information that you are still working to fill. Use a colored font for notes about gaps.
      

   
   
   The Communications Problem or
   
   Opportunity
   
   
   
   Define, in outline form, the major communications problem or opportunity. Explain why this problem or opportunity was important to the client, and how solving it would accomplish something of value for the client.
   
   
   Situation Analysis
   
   
   

   1. Outline the most important major conclusions you are drawing from your research. Between five and ten key conclusions might be right for a Portfolio case study, but you may include more or fewer if you need to.
      

   
   

   1. Organize the conclusions in an order that tells a story. The organization should be logical and easy for the reader to follow and understand.
      

   
   

   1. Consider grouping related conclusions together in sub-sections with headings.
      

   
   

   1. Under each conclusion, list evidence from your research that supports that conclusion. List these facts in a logical order.
      

   
   

   1. Immediately following each piece of evidence, cite the source or sources for it. While at this stage of the project you do not need to write these citations in formal footnote/reference form, do include enough detail about each source for your advisor to know where the fact comes from. Write citations in italics.
      

   
   
   

   1. Identify any remaining gaps in supporting evidence that you are still working to fill. Use a colored font for notes about gaps.
      

   
   Relevant Experience From Other Organizations
   
   
   1. Outline other relevant cases, explaining for each:
   
   
   § What makes it relevant to your client’s situation, noting also how it might be different from your client’s situation.
   
   
   § Key elements of the other organization’s communications program (targets, message, integrated tactics, etc)
   
   
   § Results
   
   
   2. Immediately following each piece of evidence, cite the source or sources for it. While at this stage of the project you do not need to write these citations in formal footnote/reference form, do include enough detail about each source for your advisor to know where the fact comes from. Write citations in italics.
   
   
   3. Summarize the learning a strategic communicator can take from these examples that is relevant to your client’s case.
   
   
   4. Identify any remaining gaps in supporting evidence that you are still working to fill. Use a colored font for notes about gaps.
   
   
   Your Client’s Communications Program
   
   
   

   1. Outline the communications program your client actually employed to solve the problem in this case, or to make the most of the opportunity. Include information about:
      

   
   § Target audience(s)
   § Objective(s)
   § Message
   § Integrated communications tactics
   
   
   

   1. Under each element of the strategy, sketch in a rough outline of why the client chose it.
      

   
   

   1. Summarize the results of the communications program.
      
   1. Cite sources. While at this stage of the project you do not need to write these citations in formal footnote/reference form, do include enough detail about each source for your advisor to know where the fact comes from. Write citations in italics.
      

   
   

   1. Note any remaining gaps in supporting evidence that you are still working to fill. Use a colored font for notes about gaps.
      

   
   
   
   
   
   
   
   
   
   
   
   
   Results
   
   
   

   1. Outline the key results of the client’s communications programs. Frame the results in terms of the objectives of the program.—that is, make it clear whether the communications program did or did not meet its in-going objectives.
      

   
   

   1. For each result, list evidence from your research for it. List these facts in a logical order.
      

   
   

   1. Immediately following each piece of evidence, cite the source or sources for it. While at this stage of the project you do not need to write these citations in formal footnote/reference form, do include enough detail about each source for your advisor to know where the fact comes from. Write citations in italics.
      

   
   
   

   1. Identify any remaining gaps in supporting evidence that you are still working to fill. Use a colored font for notes about gaps.
      

   
   
   Your Assessment
   
   
   You do not need to include your assessment of the case at this stage of the project. You might want to include a placeholder for it in your outline, however.
   
   
   Appendices
   
   
   Note plans for any appendices you wish to attach to the main body of the proposal.
   
   
   
   
   TIPS FOR OUTLINING
   
   
   

   1. Use simple, clear, complete sentences.
      

   
   

   1. At this stage, engaging lead-ins, elegant prose, smooth-flowing transitions, formally-cited sources, and the like are less important than logical, easy-to-understand organization of the material in the case and solid support for your thinking.
      

   
   

   1. At this stage, there is no need to feel bad about gaps. Just recognize that you will need to fill those gaps–ideally, by the first draft; certainly by the final proposal.
      

   
   
   
   

   1. Keep your outline to 10 pages or fewer.