The objective is for you to assimilate your knowledge gained from readings, discussions and work in this course into a cogent whole. While this may sound easy, it requires three things that are difficult:
1. Thinking
2. Synthesis
3. Recording your thoughts in a way that can be understood by others.
Your objective is to assimilate all of the readings throughout the semester into a cogent guide for thinking about Marketing. Traditionally, Marketing has largely revolved around developing strategies utilizing various components of the Marketing Mix (Product, Place, Price and Promotion) to affect changes in buying behavior hopefully in your favor.
The traditional approach is not a bad one in a relatively static environment. Don't abandon the 4 P's or traditional approaches: Just to extend your thinking beyond the strictures of traditional Marketing in ways that may allow for "breakthroughs" in the way you approach marketing.
1. Review your readings throughout the course. Make a list of the key concepts. (There may be more than one key concept per reading and it may end up in more than one place.)
2. Synthesize a cogent body of thought from these concepts. Very likely some of the concepts will come together and reinforce each other. Some may provide "exceptions." Some may stand by themselves.
Strive to see the connections. Put it all together in a useful way. Also strive to see what may be missing, and point that out.
3. Put together your own private "Little Book of Marketing Thought" based on your thinking and synthesis. Provide examples of situations where your thoughts can be applied.