Researching Marketing Questions

Purpose of Assignment

This assignment is designed to help students analyze and interpret primary and/or secondary data and research. First, students will be provided with a marketing report that allows for preparing basic executive level data insights. Second, they will be allowed to pick a company and product or service. This assignment will help prepare students for the development of their marketing plan. Students will be creating a marketing plan (refer to Marketing Plan and Outline document) so they may want to choose a company and product or service that has data readily available or where they can use demographic/psychographic data to provide insights.

Assignment Steps

Part 1:

Analyze the Week 1 Business Growth Overview dataset. This is a marketing report generated by an analyst for the Senior Vice President (SVP) of Marketing at a large corporation. The analyst is new and has provided summary data but no insights or commentary for the SVP.

Construct a minimum 525-word memorandum for the SVP providing insights and commentary. The memorandum should include your analysis of the following:

• Major areas of increase and decrease in revenue or type and/or category of business
• Trends that are evident in terms of revenue or type and/or category of business
• Insights that would help formulate marketing strategies to either continue growth or reverse decline
• Additional analysis you (if you were SVP) would like to build a marketing goal and strategy or strategies (and why)