|
Understand the marketing research process and the methods for analyzing marketing information to generate consumer insights and make informed marketing decisions.
|
- Identify the marketing research steps in the correct order.
Step 1: Define research problem
Step 2: Determine research design (approaches)
Step 3: Develop data collection instruments (e.g. measurement scales and questionnaire)
Step 4: Determine sampling methods
Step 5: Analyze data
Step 6: Describe research results
- Demonstrate ability to apply appropriate statistical analysis methods to address fundamental marketing questions.
- Develop consumer insights and inform marketing decisions based on the findings of marketing analytics.
|
| Identify key factors of the marketing environment as they apply to marketing strategy. |
- Conduct relevant Marketing Environment Factor Analysis and reflect on company level, industry level, and societal level impact.
- Identify associated trends for each relevant factor.
-Understand customer-centricity.
- Understand implications of the environmental scan for marketing strategy, in terms of segmentation, targeting, and positioning (STP) for profit, non-profit, NGOs, and not for profit companies.
- Implement the strategy in the form of the 4Ps (Product, Price, Place, Promotion).
|