BMGT 411: Assignment #3 Advertising

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Assignment #3 is pretty simple.  I would like you to identify a current advertising campaign running now, one that you think is done well, and answer the following questions:

1. Why do you think this is a successful campaign?

2. Who is the target market(or segment!)?

3. How is the brand positioning its product or service?

4. How is it supported in Mass Media

5. How is it supported in Digital Media

An example of a brand with a current campaign I like is Southwest Airlines.  Read more here

In this case, I think Southwest knew their brand was getting stale, and in an effort to make the airline remain attractive, communicated the key elements that the brand has always stood for – low prices, service, and humor, but in a fresh way.  The campaign is supported in both traditional and digital media.

This assignment is due November 18th.

Chris

BMGT 311: Assignment #4 (Due 10.19)

Class,

Focus groups are a great qualitative marketing research method to get key information and insight from consumers.  We watched one example of focus groups in class for the Google Chromebook – now I would like you to prepare for and conduct a focus group.

In the example above, Domino’s Pizza learned their customers were not aware they used natural ingredients.  So part of the resulting marketing strategy was to focus more on natural ingredients.  This insight was gained directly from the result of conducting focus groups – another example of how marketing research can drive a marketing strategy.

Your group is going to plan a focus group.  The topic: How would instructors increase engagement at Point Park University, both inside and outside of the classroom.   How could they leverage technology to increase this engagement – and would this engagement help the students become more prepared for jobs post graduation.

To plan for a group – the first step is to prepare a discussion guide.  This is used by the moderator to guide the conversation.

  • Four to eight primary questions and/or discussion topics should be developed for each focus group discussion

Another good resource is here for preparing for and conducting a focus group: http://ictforag.org/video/downloads/com-05r-wkst-focus-group-discussion-guide.pdf

So as a group, please prepare a discussion guide to prepare for our in-class focus group after the test on 10.22.  I will choose two of your discussion guides, then split the class into two focus groups after the test.

Please send by email (1 per group) by 10.19.14.

Chris Lovett

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BMGT 311: Assignment #3, Observation (Due 10.7.14)

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Class,

Observation is a simple, yet powerful tool, in the field of Marketing Research and business in general. Walking in your customers shoes, and experiencing what they experience, helps managers develop products and services that better meet the needs of their customers.

Observation is also a key component of human-centered design, or ethnographic research. By observing customers in their natural environment, key things can be learned that otherwise may go unnoticed in a lab or in a focus group. See the example below on how Nordstrom’s designed an app in their stores, learning from customers as it was developed.

Today, observation is difficult because we are often distracted by technology, and not paying attention to the world around us. For this assignment, I want you to explore the world around you, around us, on campus, and observe humans in their natural environment for a few moments to see what you learn.   I want you to observe their usage of Smartphones specifically.

I want you to note:

1. Where did you go?

2. Are the majority of people on their smartphones or tablets?

3. Does it look like they are being productive or killing time?

4. If you can notice, what apps are they using (don’t be too creepy)

5. Is the smartphone enhancing the environment and experience around them?  Or is it preventing them from fully being immersed in where they are?

6. Are they with other people?  Is everyone in the group using smartphones?  Or just some?

7. Is everyone engaged with each other?

Please post your answers directly to this blog post – and we can discuss next week. I look forward to the discussion.

Chris Lovett

BMGT 411: Assignment #2, Positioning Statement (Due 10.6.14)

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Class,

In Chapter 9. we went over in detail the importance of developing a positioning statement for a brand.  A good positioning statement helps a brand clearly define who they are and who will benefit from their product or service.  From class, the outline for developing a positioning statement is:

For (Target Audience), (Brand Name) is the (Frame of Reference) that delivers (benefits/point of difference).

Pretty simple, yet very powerful.  For assignment #2 – I want you to:

  1. Develop a positioning statement for AlthleteTrax
  2. Develop a positioning statement for Point Park University
  3. Develop a positioning statement for your favorite brand

Like always – include your response in the comments section, and we will discuss in class next week.

Chris Lovett

 

 

 

 

 

 

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BMGT 311 (Wednesday): Assignment #2 Data Visualization

Class,

As we learned in the first assignment and first couple of chapters, visualizing data can be a powerful tool for marketing researchers.  There is an over abundance of data – and it becomes more powerful when managers can use it to make decisions that affect their marketing strategies.

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Example of Data Visualization: http://www.nytimes.com/interactive/2014/06/05/upshot/how-the-recession-reshaped-the-economy-in-255-charts.html?_r=0&abt=0002&abg=0

In assignment one, I gave you a series of data and asked you to visualize it using excel or other method – to help show current users of popular social media networks.  In this assignment, you will be tasked with finding the data for yourself, and then using tools to visualize the information and package it.

For this assignment, please use the American Community Survey (As shown in class): http://www.census.gov/acs/www/

1. For Pittsburgh and your hometown, please use the ACS to develop a market profile (Note: If from Pittsburgh, choose any other city in the US to compare against Pittsburgh).

2. The Demographic Profile should include, at minimum, a graphical comparison of these two cities that include:

  • Population of each city
  • Percentage of traditional college aged students (18-24)
  • Race Distribution (Percentage of each race)
  • Median Income Ranges and Percentages for each city
  • Educational Attainment for each city
  • Unemployment statistics for each city

3. Show this information graphically, comparing the two cities

4. Based on your findings, which city, in your opinion, would have more opportunities for a recent college graduate.  Did any of the data surprise you?

5. Place your findings in a powerpoint or pdf, and upload to slideshare.  Please be prepared to share your findings in class on September 24th after the test.

Assignments are due before class on the 24th.

Chris Lovett

BMGT 311 (Saturday): Assignment #4, Focus Group Discussion Guide

Class,

Focus groups are a great qualitative marketing research method to get key information and insight from consumers.  We watched one example of focus groups in class for the Google Chromebook – now I would like you to prepare for and conduct a focus group.

In the example above, Domino’s Pizza learned their customers were not aware they used natural ingredients.  So part of the resulting marketing strategy was to focus more on natural ingredients.  This insight was gained directly from the result of conducting focus groups – another example of how marketing research can drive a marketing strategy.

Your group is going to plan a focus group.  The topic: How would instructors increase engagement at Point Park University, both inside and outside of the classroom.   How could they leverage technology to increase this engagement – and would this engagement help the students become more prepared for jobs post graduation.

To plan for a group – the first step is to prepare a discussion guide.  This is used by the moderator to guide the conversation.

  • Four to eight primary questions and/or discussion topics should be developed for each focus group discussion

Another good resource is here for preparing for and conducting a focus group: http://ictforag.org/video/downloads/com-05r-wkst-focus-group-discussion-guide.pdf

So as a group, please prepare a discussion guide to prepare for our in-class focus group in week #5 (Your last assignment will be the focus group).

Please attach your groups discussion guide to this post via slideshare – and we can discuss next week.

Chris Lovett

BMGT 311 Assignment #3 (Saturday): Observation (Due 9.13.14)

Class,

Observation is a simple, yet powerful tool, in the field of Marketing Research and business in general.  Walking in your customers shoes, and experiencing what they experience, helps managers develop products and services that better meet the needs of their customers.

Observation is also a key component of human-centered design, or ethnographic research.  By observing customers in their natural environment, key things can be learned that otherwise may go unnoticed in a lab or in a focus group.  See the example below on how Nordstrom’s designed an app in their stores, learning from customers as it was developed.

 

Today, observation is difficult because we are often distracted by technology, and not paying attention to the world around us.  For this assignment, I want you to explore the world around you, around us, on campus, and observe humans in their natural environment for a few moments to see what you learn.  Go to one of the locations below:

1. Starbucks

2. Market Square Coffee Store, etc

3. Point Park Cafe

4. CVS

5. 7-11

While there, I want you to observe the people that shop or visit these locations.  I want you to note:

1. What type of person visits this place (demographic, behavioral)

2. Do they stay or do they go?

3. What type of items do they buy?

4. How do they pay for the items?

5. How would you describe the checkout experience?

6. Could you sense any frustration on the customer’s part?

7. Do you have any ideas to improve the buying process?

Please post your answers directly to this blog post – and we can discuss next week.  I look forward to the discussion.

Chris Lovett

 

BMGT 311 (Wednesday) Assignment #1 (Due 9.10.14)

Class,

As we get into the class, we are going to find that an important part of marketing research is finding and using secondary data to help support your AlthleteTrax project.  Finding the data is the first step.  The second step is visualizing that data so it tells a story.  The third step is to develop a point of view (POV) from the visualizations as it relates to the project or task at hand.  Since the AlthleteTrax project involves digital and social media marketing, you are going to be tasked with taking raw data sets and forming charts that help visualize the story they are telling.

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Listed below are raw data sets from 2013 on a variety of social media sites.  The raw data is available here: http://www.pewinternet.org/2013/12/30/demographics-of-key-social-networking-platforms/

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Your first assignment is as follows:

1. Pick one of the social media sites listed above (Facebook, Twitter, Pinterest, Instagram, or LinkedIn)

2. Using Excel, develop charts and graphs that showcase the following for the site you choose:

  • Usage, Men Vs Women
  • Demographic usage
  • Age Group Cohort usage
  • Usage by Educational Attainment
  • Usage by Income and employment
  • Breakout of usage (Urban Suburban, Rural)

3. Please place your charts into a PowerPoint, and in summary, please answer the following questions in summary:

  • Do you feel the users of this social network meet the target market for AlthleteTrax (College Age, College Club Sports Managers?)
  • If so – why?  If not – Why not?
  • Did any of this data surprise you?  In what way?

4. Please save your PowerPoint as a PDF, and upload to slideshare and include the link in the comments section of this blog post.  Be creative in your responses!

I look forward to seeing your visualizations and your POV’s on the data.

Chris Lovett

 

BMGT 311 (Saturday) Assignment #2: Due September 6

Source: Netflix (House of Cards Intro)
Source: Netflix (House of Cards Intro)

Class,

Now that you have taken a deeper dive in data visualization using data that was given to you, I want you to expand your learning by getting more comfortable not only visualizing data, but finding it as well.  Finding secondary data is a key part of marketing research, and this exercise will get you more comfortable finding and using data.  Please use the American Community Survey: http://www.census.gov/acs/www

Please find the following information for Washington, DC, Pittsburgh, PA, and your hometown if not from Pittsburgh.

Develop a demographic profile of each city comparing the following in visualized format against one another:

  • Average age
  • Race distribution
  • Income distribution (average income)
  • Poverty distribution
  • Employment statistics

If you were launching a new product, which city would you launch in?  Why?  What other items would you have to consider when launching a product in various markets.

I look forward to seeing your responses.  Like last week, create charts using excel and then upload in powerpoint format or pdf format on slideshare and leave the link as a comment for the class to share.

DC Metro
DC Metro

 

Chris Lovett

 

BMGT 411: Assignment #1 (Due September 9th)

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During this semester, we are going to get a background in Marketing, and help a local startup, AthleteTrax with their 2015 Marketing Plan.  A big part of the marketing plan you develop will include elements of digital marketing.  Because Athlete Trax has a limited marketing budget, they will rely on digital marketing as their core marketing tactic to reach team managers looking for a better way to manage schedules, teams, etc.

 

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Assignment #1 is an individual assignments, but will be used as a resource for the entire class, as each of you will focus on one aspect of digital marketing and share your findings with the class.  Each of you has been assigned one digital marketing tactic to explore in greater detail.

1. Google Paid Search: Dominique

2. Facebook Promoted Posts: Sophie

3. Instagram Paid Marketing: Kari

4. Twitter Promoted Tweets: Aaron

5. Email Marketing: Neiman

6. Digital Display Ad/Retargeting: Darian

7. Snap Chat/Messaging: Grace

 

Please Provide an overview of how these channels work and present it to the class.

  1. Overview of how these channels work
  2. Current demographics of these channels (Who uses them)
  3. Best Practices on using these channels (Creative, Time of Day, Popular Apps to use them with, etc)
  4. Strategies AthleteTrax could use to reach their target market
  5. Cost Structure to Place Ads
  6. Creative Considerations (How to engage audiences)
  7. Develop a one page resource your class mates can use, and a 5-10 minute presentation reviewing each topic (Due September 9)

I am requesting that each of you create a slideshare account, and each of you upload your responses to Slideshare.  Then in the comment section of this post, you provide a link to your material so we can all review and access throughout the semester.

I look forward to this semester, and think you are going to enjoy learning about marketing management.

Chris Lovett

Interactive Student Learning Project

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