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MKT 353 – Retail Marketing Management
Retail Marketing Final Project:
This individual project is worth up to 125 points. This assignment will be a mystery shopping experience and
research project.
Up to 125 Points
Submission of Retail Marketing Final Project Wednesday, 4/21/22 (by 11:59p.m. PT)
This final assignment requires you submit your final project on Blackboard through the link provided in the
Weekly Module in which it is due.
Class Retail Marketing Final Project: Project & Creative
Retail Marketing Final Project: Choose a product or service to plan and execute a mystery shopping
experience.
You will prepare this project as an individual or group project and submit on Blackboard. Links will be
available on Blackboard under the “Weekly Module” that corresponds with the final retail marketing project
due date. This project is a semester long project, so you should not try to complete it the night before it is
due. You need to prepare by doing research on mystery shopping, SWOT analysis and then putting it into a
creative submission.
The project should include a discussion around the product or service chosen, the current trends in marketing
relevant to the organization, and a competitive analysis of what other services or products are available to the
consumers of your chosen product or service. This is not a formal research paper, but a presentation of
research and results of the mystery shopping experience.
The final project should cover the following, but not limited to this list – be creative and think of this as a
project that a company or your employer might ask you to shop, organize and execute on. Think of me as the
CEO of the company and you want to convey your project and its results.
PLAN AHEAD!!!!!!
1) Choose a product or service. examples, but not limited to this list (be creative):
• CSUDH Career Center, Bookstore, Student Clubs and Organizations (OSL) or ASI, Student Health
Services, TORO learning and testing, Financial Aid Office on the campus.
• Restaurant or Food Service
• Attend a Sporting Event
• Watch a theatre, art, or musical performance
• Shops, stores, or other retail location or experience
1) Prepare an introduction slide, page or welcome on podcast. (Add Cover Page w/Graphic (include
source citation for any pictures used in your bibliography)
2) Research how you access the product or service (buy a ticket, Web page, Zoom link, etc.…).
3) Determine the competition and provide insights into the competitive environment (Bookstore –
competition might be Target nearby for food, Amazon for books, etc.…).
4) Go to the location or Zoom with the product or service provider, it is ok to let them know you are
learning more about the services for your marketing class, but choose a product or service you really
would use and then sign-up for the service (for example; Career Center – make an appointment and
do a Zoom discussion about Career next steps).
5) Document the experience (how was the service? Did the product work? How long did you wait to get
a meeting)?
6) Try a competitor’s service and compare the two or try a different service or product and give some
insights.
7) Show or write about the pictures, graphics, branding logos and marketing information that the service
or product uses on campus (flyers, coupons, logos, signage).
8) What would you do differently and/or what would you propose they change?
9) Conclusion. (This should summarize your project findings and what is the ask of the reader/viewer,
what should they do with this information now they have spent time with it (buy from this company,
avoid this company, fund your further research, learn more, give you a marketing budget to launch a
campaign for this company - there should always be a reason for you asking someone to read or view
your business creative/presentation (takeaways))
10) Add a bibliography or end credits to show where you found the research information that you
included.
You will be asked to prepare this submission in a creative presentation modality choosing from the following
list of presentation types – research paper, PowerPoint, commercial, podcast or other creative way to share
the results, as long as it includes the minimum project items. There may be other ways to express your
mystery shopping project and results, so this list is not exhaustive, but a guide to help you formulate your
creative expression of your final project. This creative presentation should be developed as if you were
presenting your mystery shopping results to an executive at the company you have chosen. Presentations or
creative should follow the three Cs (clear, concise, and credible).
Modalities for Your Marketing Final Project Presentations: (Choose at least one modality)
A. Research paper (5-7 page, plus cover page and bibliography page)
B. PowerPoint (7-9 page - PowerPoint presentation slides)
C. Video Presentation (5-10 minute – Pre taped and submitted via Blackboard)
D. Commercial for the Product or Service (2-5 minute – Pre taped)
E. Podcast (5-7 minute - Interview style about Product or Service - Pre-taped)
F. Other (Other creative modalities not listed here. You are not limited to this list - these are examples to
assist you in starting your brainstorming of your own ideas.)
BE CREATIVE!
IMPORTANT NOTES:
If you use a picture or photo from a source or that someone else drew, you must cite the source and add a
works cited/bibliography to your submission – even if it is a video or podcast, you need to find a way to give
credit to the original author. If you use a picture of someone at the mystery shop, you must get written
permission to include in your final presentation. You are not allowed to show a Zoom with someone else in
the meeting without their written permission.
FORMATTING AND TIPS:
If you do any work that is in writing, including presentations, the writing should be done using APA format.
Any quote, paraphrase, or photo from a source should have an in-text citation. Superlatives should have
some research backing (best company, greatest new product). Bibliography should not include sources that
are not cited in the presentations, videos, or creative. The creative should not be written in first person (do
not use - I did, we did, they recommend use company name or team instead for example: The team here at
Nike proposes, the CSUDH’s Bookstore Team is laying out a new plan to X). It should not include informal
language or your personal information, it should be a formal marketing project. The creative should be
proofread to remove typos, punctuations and other writing errors and touchup recording issues or errors.
Have a friend or co-worker review your mystery shopping results and provide insights before your final
submission.
