Reference no: EM133183399

Assignment

Assignment Instructions

For your final project, you will submit a narrated Marketing Research Proposal addressing a problem at a company or product of your choosing. Your proposal will include insights from everything covered in the course so far, such as your understanding of the internal and external factors influencing customer behaviors and marketing strategies used at each stage of the customer decision process.

A Marketing Research Proposal begins with clearly identifying a problem faced by a company as a whole or with or a specific product. A Marketing Proposal does not answer the business problem but instead explains what could be influencing the problem, what information you need to understand the problem better, and how you plan to obtain the information. Appendix A (p. 761) includes a detailed overview of consumer research methodologies.

Your completed assignment will be a recorded, professional pitch to a Chief Marketing Officer (CMO). Your goal is to get approval to complete this research from the CMO, so your presentation should convince the listener that there is a clear problem, as well as how you would get the right information to develop a solution.

Follow the steps below to create your presentation:

Step 1: Begin your assignment by selecting a clear problem faced by a company or with a specific product. It is recommended you do this during the first half of the course (weeks 1-2 ideally). As you move through the course, add insights from each week's learning so that your final marketing proposal addresses the following:

- A clear business problem, including a concise explanation of why it is a problem
o Example: A company's Cause-Related Marketing strategy is not increasing sales or customer loyalty and you want to understand why
- An identification of the marketing mix, and what external and internal factors are influencing consumer behavior and decisions (Week's 1-3)
- What you need more information about in order to understand the problem better: What do you need to know in order to develop a solution? (Week's 4-6)
- What research methods you would use to gather this information (see Appendix A). What is your plan to uncover the information? (Week 6) Example: Will you run focus groups, email surveys, review customer satisfaction ratings, etc. For each research method mentioned, be sure to include 1-2 examples of the type of information you are seeking, such as a question you might ask in a survey or to a consumer, and explain how it connects to the original business problem
- An estimation of the resources involved with executing the Marketing Research: how long do you think this might take? Describe how costly this research will be to obtain qualitatively (you do not need to create numbers here, just a description of how much resources the CMO should anticipate).

As you complete each section, you might redefine the problem or uncover additional influences you'd like to mention, so writing the draft of your presentation in a word document throughout the course before creating your slides is helpful.

Step 2: Using your answers above, think about how you would pitch this to a Chief Marketing Officer (CMO) of the company you selected. This is a professional presentation to that CMO, so your answers should be concise and direct. Draft the script for your narrated presentation. It should be a minimum of 8 minutes in length, and no more than 15 minutes.

Step 3: Using your drafted script, create the slides for your presentation, The presentation should include the following:
• One introduction slide
• One slide introducing the business problem
• One or more slides analyzing the marketing mix of the company or product you have selected
• One or more slides addressing what information you need to know in order to understand the problem better
• One or more slides addressing your research plan, including the types of research you would do and how you plan on doing it
• One slide summarizing the resources such as time and types of costs the company would need to invest in your marketing research proposal
• One APA formatted reference slide

Step 4: Develop your narrated presentation using PowerPoint. Please review these resources that might help you narrate your presentation on a PC and a Mac.
Your narrated presentation should include the following:
1. A recording (oral) component of your presentation
2. At least 10 -15 slides
3. A cover and reference slide
4. APA formatted, organized, clear, and grammatically correct
5. Follows the standard use of English grammar, spelling, and punctuation.
6. At least 8-minutes and at most 15-minutes long
Note that presentations that do not have the oral component will automatically receive a D.