Demonstrate an understanding of how to identify the information requirements of an organisation and design an effective and appropriate Marketing Research project to meet those requirements .

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Research Methods for Marketing

This assessment enables you to partially demonstrate the learning outcomes required for the successful completion of the module, specifically:
To demonstrate an understanding of how to identify the information requirements of an organisation and design an effective and appropriate Marketing Research project to meet those requirements including:
• Developing effectively worded research aims–and objectives
• Developing appropriate and justified research and analysis methodology to achieve those aims and objectives
• Identifying and addressing ethical issues and considerations associated with the proposal
• Developing an appropriate research instrument for the proposal
• Developing an appropriate timetable for the proposal
• Identifying and addressing limitations associated with the proposal
• Communicating this information clearly and effectively in a written report

The Individual Proposal
This individual proposal will build upon Assessment A where working in a group you designed and presented a research proposal based upon the information needs of a business presented in your allocated scenario where you represent a marketing research agency ‘pitching’ to win a research contract from that organisation.

The Individual Proposal is an individually–produced 3000 word research proposal that explores the research problem contained in the allocated scenario. You will write a fully considered, justified and feasible research proposal for the key decision maker in the organisation that has written the brief. The intention is to plan a piece of applied research which will meet the organisation’s information requirements. It is up to you how to go about achieving this, drawing on your learning from the module. Your proposal needs to contain at least one example research instrument (e.g. survey, moderator’s guide), to be included as an appendix. It is important that you work independently on your proposal to avoid leaving yourself open to charges of academic misconduct such as collusion or plagiarism.

Provide a critical analysis of the customer engagement practices currently in operation within your chosen organisation. To do this, you will need to draw on concepts, theories, and models identified throughout the module as well as examples of best practice used within the industry.

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Customer Engagement Audit

Provide a critical analysis of the customer engagement practices currently in operation within your chosen organisation. To do this, you will need to draw on concepts, theories, and models identified throughout the module as well as examples of best practice used within the industry.

Recommendation: Recommend a new engagement strategy to enhance customer engagement within the organisation. The list below provides some examples of new engagement strategies, but you are not limited by this list – feel free to consider other ideas. Justify your choice with reference to relevant theory. You need to ensure that your recommendation follows on from your analysis in the audit.

Define your whole digital marketing analytics framework, including a set of digital marketing metrics that you would choose to use for these activities against the set of objectives, and any KPI’s you have identified. You should include the consideration of various types of marketing metrics. Identify the analytical maturity level of your current SME and then go on and justify what level of analytical maturity you think they need to aim for and why. Drop???

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Digital and Social Media Analytics for Bravissimo company

Section A: The organisation overview
This section is only intended to provide context on the chosen organisation and must not exceed one side of A4 paper.
The following headings should be included:
• Organisation name
• Organisation information – To include type of organisation, size of organisation, range of products and services, non-digital routes-to-market, customer base and main competitors
• Specific background – Provide a background to the chosen organisation digital presence.

You have arrived within your chosen SME as a new digital marketing manager, the only resource you have is yourself. Your predecessor didn’t prepare any paperwork or handover documents for you to review. You have been asked to prepare a briefing paper for the marketing director of your SME. It will need to consider best-practise sources of measurement techniques, and the data these provide for identifying improvements in the level of performance. You have been given three key non-smart objectives:
1. Raise awareness of the brand
2. Increase the level of conversions
3. Increase the level of retention

Section B: Digital Data Channel Activity (30%)
(1) Perform an external audit and map out all the different digital activities you can identify for this organisation. Justify how you went about this and the range of marketing technology tools and techniques you use, the processes, and any other factors that has influenced you on how you would set about mapping these digital activities.

(2) Once you have created the map of activities (1). Discuss the McKinsey Consumer Decision Journey model in relation to these map activities. Evaluate the importance on the customer persona in the context of this model and analytics.

(3) Define your whole digital marketing analytics framework, including a set of digital marketing metrics that you would choose to use for these activities against the set of objectives, and any KPI’s you have identified. You should include the consideration of various types of marketing metrics.
Identify the analytical maturity level of your current SME and then go on and justify what level of analytical maturity you think they need to aim for and why. Drop???

Section C: Measurement Techniques and Data Sources (30%)
(4) Evaluate the Gartner analytic ascendancy model in terms of the decision- making framework for your SME. Evaluate, discuss and select your marketing technology tools stack you plan to use against the digital activities.

(5) Select any TWO of the chosen organisation’s digital marketing metrics and critique the data capture, storage and analysis techniques you might use and the different categorization of these. How you might gain insight from these techniques (3) that could be used to meet any one of the objectives, increase performance, and when formulating marketing strategy.

(6) Formulate and justify how you might go about the tagging and the implementation, or the checking of Google analytics for your SME. Furthermore, discuss a social media listening programme and how you might develop the ability to use data to anticipate a social media crisis or improve customer service.

Section D: Data reporting from the Data (20%):
(7) Evaluate what relevant data could be used to populate the dashboard to measure the performance. Create a simple prototype dashboard that demonstrates the impact of the chosen data on the business over time against any KPI’s. Recommend how the importance of the digital marketing metrics could be communicated across your SME. Evaluate the factors which would determine the way in which automated alerts would be used to monitor changes in the product/service performance.
Presentation and coherence (10%)
• Ensure that your document is clearly laid out and labelled and
• that the argument structure follows and builds
• free from spelling and grammatical errors.

Describe the market of sustainable fashion consumption in Germany. Your boss also wants to know similar information in the UK. Develop and justify your model, which includes hypothesizing the signs of the coefficients in your model.

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Quantitative Methodology using SPSS Analysis Report

SPSS outputs: Direct copy-pasting SPSS outputs into text should be avoided. Raw SPSS text should be placed in the appendix and assign a name appropriately. Appendices do not count in word limit.

You will undertake data analysis using a data set provided. The emphasis of the project will be on interpreting output and making managerial recommendations based on the analysis conducted. The coursework is in report format.

Coursework

Sustainable Fashion Consumption

Imagine that you have been working in an international market research agency based in the UK. You have been asked by your boss to analyse data previously collected by your fellow consultant in Germany. The data was collected online in June 2021.  Your boss wants you to build a regression or path model that explains German consumers’ intention to engage on sustainable fashion consumption. Your specific tasks are:

  1. Describe the market of sustainable fashion consumption in Germany. Your boss also wants to know similar information in the UK.

Criteria:

  • Description of the for sustainable fashion consumption in the UK.
  • integrate secondary information, market research news, etc.
  1. Develop and justify your model, which includes hypothesizing the signs of the coefficients in your model.

Criteria:

  • Clear hypotheses and their justifications. (Note : NO NULL Hypothesis)
  • Clear explanations of the key constructs
  • Ability to integrate literature to justify hypotheses and explain key constructs in the model.
  1. Use SPSS to analyse your data, discuss and summarize your findings.

Clear justification of the methods used.

Clear presentation of the findings and analysis.

Appropriate use of graphs, diagrams and tables.

relate findings with literature and appropriate referencing

 

  1. Discuss the managerial implications of your findings.

 

Apply the lean startup methodology to identify potential customer segments and problems and solutions that students such as yourself could identify for the State Department on the issue of satellite collision. What would a unique value proposition for a State Department solution to this issue be? How could a high-level concept pitch work when selling the concept within the State Department?

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ENTREPRENEURSHIP IN DIGITALIZATION

Read the following mini-case and answer the questions.

In recent years, the entrepreneurial educator and author Steve Blank began applying lean startup principles to various US governmental agencies. Through a Hacking for Diplomacy course, students at Stanford University began tackling problems for the Department of State. A former US ambassador to the United Nations, a State Department representative to Silicon Valley and senior advisor for technology and innovation, a retired US Army colonel, and other entrepreneurial educators joined Blank in applying lean startup methods to State Department issues. Then-Secretary of State John Kerry even visited the Stanford students and said he was looking forward to the solutions students develop during the ten weeks. One project that emerged was from a group calling themselves Team Space Evaders. The team was tasked with working on the problem of satellite collision. Members charted satellite positioning data and explored how information about potential collision was shared by commercial operators and governmental entities ranging from the Federal Aviation Administration to the Department of Defense.

A. Apply the lean startup methodology to identify potential customer segments and problems and solutions that students such as yourself could identify for the State Department on the issue of satellite collision.

B. What would a unique value proposition for a State Department solution to this issue be? How could a high-level concept pitch work when selling the concept within the State Department?

Formalities:

  •  Wordcount: 800 words
  •  Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
  •  Font: Arial 12,5 pts.
  •  Text alignment: Justified.
  •  The in-text References and the Bibliography must be in Harvard’s citation style.

Submission: TBD

Weight:

It assesses the following learning outcomes:

  •  Gain a deep understanding the role of new digital technologies to shift from the traditional way of doing business into the digital era.
  •  Explain & analyze the elements that define Digital Entrepreneurship.
  •  Analyze the innovation and design-thinking process to choose and develop a digital business idea.
  •  Critically evaluate the financing aspects of digital entrepreneurship and its management.

Discuss the number of intermediaries that you will use. Refer to figure 10.3 for insight into the four different distribution models to choose from. Explain why you believe that is the model you want to choose. Then explain if this is a departure from the company’s typical distribution strategy. If so, what justified the change?

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Distribution

In this part of your project you will identify, discuss, and justify the distribution decisions you will make for the product that you have been writing about. (Please see the attached files.) Remember to keep in mind that your distribution decisions should reflect everything done thus far including the objectives, the target market, and how the product is positioned. Be sure that your distribution decisions here not only support your efforts to remain profitable but make the product accessible to your target market when they are ready to buy.

Step 1
First, discuss the number of intermediaries that you will use. Refer to figure 10.3 for insight into the four different distribution models to choose from.

These are further discussed in more detail in the text. (9th Edition Marketing The Core by Roger A. Kerin & Steven W. Hartley) Explain why you believe that is the model you want to choose. Then explain if this is a departure from the company’s typical distribution strategy. If so, what justified the change?

Step 2
Next, discuss the intensity of distribution that you have chosen. Why specifically have you chosen this level of distribution? Does this intensity variate from the company’s usual distribution? If so, please justify the deviation. Remember that different products may have different levels of distribution intensity depending on how it is positioned in the marketplace.

Step 3
Discuss retailing, either online or traditional, and explain specifically where you want this product to be available to consumers. For each retailer chosen (or retailer type such as discounter), explain why having the product available at this institution is important. Remember that your positioning efforts, along with the behaviors of your target market should drive this specific decision. Once again discuss whether your strategy here deviates at all from the retailing strategy already used by the company.

Step 4
Add just a few paragraphs briefly discuss what your team has learned about product distribution that you did not already know.

Determine and describe the current primary segment. The client has an interesting question. What target market can be perceived by current messaging for the product/service? Describe the primary segment you believe your company is targeting for this product/service. Focus only on this product/service (e.g., for Disney+, focus on just the streaming service, not the parks or other Disney offerings).

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MARKETING

Purpose
The purpose of this assignment is to apply segmentation and targeting techniques to potential new subsets for a marketing campaign. This connects to course learning outcomes of constructing market segments of target customers for a product or service.

Assignment Task Overview
For this assignment, you will assume the role of a marketing analyst. Your consulting firm has been hired to help with a campaign effort for the client company of your selected product/service. You will communicate your results in a professional memorandum.
There are three steps to this assignment. Review all three steps before you begin.

Step 1: Refer to the product/service you chose for your Value Proposition Assignment.
• The product/service you chose for the Value Proposition Assignment in Week 2 will be the subject of this assignment.
• Review any feedback you received on your Value Proposition memo. You will be writing a longer, more detailed memo about the same product/service for this assignment.
• Follow the specific instructions outlined in Steps 2 and 3 below.

Step 2: Respond to each of the following questions as they relate to your product/service. Note the research and references requirement.
• Your market segmentation memo will have three major sections.
• Respond to all the questions in each section.
• Your memo also must meet the research and references requirement in Step 3.

I. Market Segment Analysis
a. Determine and describe the current primary segment. The client has an interesting question. What target market can be perceived by current messaging for the product/service? Visit the public website for your company’s product/service. Based on the information available and any other publicly available information, infer the primary target market based on the messaging you find.
i. Describe the primary segment you believe your company is targeting for this product/service. Focus only on this product/service (e.g., for Disney+, focus on just the streaming service, not the parks or other Disney offerings).
ii. Describe the primary segment in terms of the behavioral, demographic, and psychographic characteristics for the segment. Give this segment an appropriate name. See, Segmenting and Targeting Markets and Customers in Learning Resources.
iii. Classify the primary segment according to one of the VALS types discussed in the Segmenting and Targeting Markets and Customers Learning Resource.

II. New Market Segments
a. Construct new segments. Your client company is interested in diversifying and building its target customer base for this product/service in the US market. Who is currently being underserved or overlooked? Who could be better served by being addressed directly?
i. Construct and describe two new potential segments or subsegments for your company to target for this product/service for the US market. Describe each new segment in terms of its behavioral, demographic, and psychographic characteristics. Give each segment an appropriate name. Follow steps 1-4 of the process described in the Selecting Target Markets Learning Resource. Begin by identifying the customer need for this product/service. Then, break the market down into subgroups. Develop profiles of target segments. Do some secondary research on your two segments. Note: You will not need to develop a full research plan or conduct primary research for this assignment.
ii. Of the two potential segments or subsegments you have created, which of the two has greater market potential for your company to target? Why?
iii. Classify your new segment or subsegment according to one of the VALS types discussed in the Segmenting and Targeting Markets and Customers Learning Resource.

III. Recommendation
a. Present the best new segment or subsegment. What is the new segment or subsegment you recommend your company target for its product/service?
i. Create a simple customer persona to present your new segment and illustrate that segment in a table with the following fields and information relevant to the product/service: [segment name] [representative photo] [demographic] [background] [needs] [goals] [challenges] [perceptions] [motivations] [VALS type] See customer persona example here: 3 Examples of a Customer Persona – Simplicable
ii. Any product changes needed by this segment or subsegment? Are any product/service changes required to serve the segment you have identified? If so, what are they?
iii. How attractive/valuable is this segment or subsegment? Based on your research, is the segment you have identified attractive enough to justify an extended marketing campaign for your company? Or, should the campaign be one of more limited duration? Why?

Step 3: Format your submission to comply with these requirements.
Communicate your case analysis results in a Microsoft Word document formatted as a professional memorandum. Your memo will be longer than a typical one-page memo.
• Here is a sample professional memo: https://owl.purdue.edu/owl/subject_specific_writing/professional_technical_writing/memos/sample_memo.html
• Here is a tutorial on writing a professional memo: memo (umgc.edu)

Address your memo to Vice President of Marketing Tiffany Morrow. Assume Ms. Morrow is your boss at a fictional consulting firm called “Destiny Marketing.” The memo is from you, and your role is a marketing analyst at Destiny Marketing. This memo is regarding the company, which is your client, and the client’s product/service. Your memo will communicate to Ms. Morrow your analysis. All questions in Step 2 must be included in your memo. A memo does not have a cover page.
Research and References Requirement

• All statements of fact within the memo must be supported by a credible source, and that source must be cited using APA in-text citations. See, Is My Source Credible?

Evaluate 2 models relating to a new product development process focus on product development, emphasis evaluation of the models including appropriateness and strengths and weaknesses.

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New Development Development

Evaluate 2 models relating to a new product development process focus on product development, emphasis evaluation of the models including appropriateness and strengths and weaknesses. Look at Trott 2017. You must define a new product and look at the New Development Development by Kotler and Armstrong 2018.

Explain the stages of the consumer buyer decision process (cultural factors, Social Class, Personal factors, and psychological factors) and describe how you or your family went through this process to make a recent purchase.

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Consumer buyer decision process

Explain the stages of the consumer buyer decision process (cultural factors, Social Class, Personal factors, and psychological factors) and describe how you or your family went through this process to make a recent purchase.

Develop a scenario planning report for firms operating in the field defined by the activities of Amazon-Walmart. Recommend a generic global strategic marketing strategy for a firm in this field.

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Global Strategic Marketing- Scenario Planning Project

Acting as a Consultancy to a firm same as Amazon & Walmart for next 15 years you have to:

  1. Develop a scenario planning report for firms operating in the field defined by the activities of Amazon-Walmart.
  2. Recommend a generic global strategic marketing strategy for a firm in this field.

Testing the scenario:

  1. How useful would it be to a CEO?
  2. How consistent is it?
  3. How archetypical (general) is it?
  4. Does it describe an equilibrium?

You should consider such factors as: ( 6 slides should be based on these factors)

  1. The regulatory environment
  2. Economic conditions
  3. Social conditions
  4. Cultural conditions: consumer and organisational
  5. Technological innovation
  6. Global and local competitive structures
  • In the assignment you need to consider where firms such as Amazon and Walmart will be operating in the future:
  • Will they be able to operate on the same global level as they operate today? (Retail outlets / supply chains)
  • Will the institutional environment be too challenging?
  • Will there be fewer or more economic opportunities internationally?
  • Will consumers be more cosmopolitan or more ethnocentric?