Introduction – Provide a brief overview of the firm.  Clearly state the key issue they face directly related to the context of the marketing activity you will focus on.  Provide secondary research information and statistics to support and justify that this is a critical marketing issue for the firm (this may include value, image, ROI, loyalty, changes in trends or behaviours and competitive position, external environmental factors for eg).  This will help to define the scale (how large) and scope (how broadly it may be affecting the wider company ie across other areas of operation outside of marketing, or the industry to which it belongs).  For a large, globally operating company, try to define one strategic business unit (e.g. instead of Apple, look only at iTunes) and country of operation to help narrow down sources of information.
 Do not define Design Thinking, assume the reader understands the basics.Explain why and how applying DTP could be useful to address the marketing issue described above.  Briefly outline what are the broader business implications (ie why are improvements needed and how could solutions create new value for the firm, what would happen if they did nothing)?  Do you foresee any financial, technological or people skills related challenges, which might reduce the capability for the firm to apply DTP?
3. (THIS IS THE MAIN PART).Explain how members of the marketing team inside your firm could implement each of the design thinking process stages (problem definition, empathy, ideation, prototyping and testing) and tools (e.g. depth interviews, empathy maps, journey maps, brainstorming etc) to develop a solution to the problem.  Explain how adopting a design thinking approach could be applied to the scale and scope of the marketing issue described above.

Consider the needs of your defined user – what impact could DTP improvements have on them (pros and cons)?  Identify which and how other user groups might play a part in implementing the DTP stages as well (internal, external, experts, etc.)?

Explain how your DTP suggestions apply to and affect (pros and cons) BOTH online and offline modes of delivery of the marketing activity, to your user.

Remember: you are not trying to define the solution, you are recommending HOW your firm could try to investigate and develop some solutions by using DTP.