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

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


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:

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)

Screen Shot 2014-08-24 at 9.02.27 PM

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

BMGT 311(Saturday): Assignment #1 Point Park Student Population


Welcome to the Fall Semester.  Marketing Research is an exciting subject and one that I am very passionate about.  In today’s marketing environment and job market, analytical skills are in the highest demand, as marketing shifts from being an “art” to a “science”

Marketing Research is a key component of this shift.  Understanding secondary data and consumer behavior helps marketers connect with their customers on a 1:1 level, and focuses their marketing dollars on activity that provides the biggest return on their investment.

A key skill is learning how to read data that is presented to you, use the data to develop visualization that impact decision makers, and finally allow you to have a point of view (POV) on the data that is presented to you.  Data comes in all shapes and forms, and is often hard to understand or develop a POV in its raw format.

So for assignment #1 – I would like you to take the following data below, and use excel to develop charts and visualizations that help answer the questions below.  Here is the raw data sets around the Fall 2013 Point Park Student population.

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Student Enrollment
3,841 for fall 2013.  Overall, enrollment has grown by nearly 19 percent within the past decade.

Student Demographics

74 percent of our undergraduate students are traditional age (18-24-year-olds)
25 percent of our undergraduates are non-traditional (25 years old or older)
28 percent of our graduate students are traditional age (18-24-year-olds)
71 percent of our graduate students are non-traditional age (25 years old or older)


72 percent of our undergraduates are White
16 percent of undergraduates are Black or African-American
3 percent are Hispanic of any race
4 percent are Two or more races
1 percent are Asian
3 percent are international

Graduate students:

73 percent of our graduate students are White
15 percent are Black or African-American
1 percent are Asian
2 percent are Hispanic of any race
2 percent are Two or more races
6 percent are international



Here are the questions that I would like you to answer for next week.  I would prefer you upload your presentation to slideshare and leave a link to it in the comments below.  We can discuss in class on how to do this.  The charts can be developed in excel, and then copied to PowerPoint where they can be uploaded (PDF’s preferred).

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1. Can you show visually, the demographic breakdown of Point Park University undergrad and graduate students?

2. How does that breakdown compare with the population of the City of Pittsburgh?  (hint: use the census links on this web page)

3. Can you find another schools demographic profile online?  How does it compare with Point Park’s? (hint: use google)

4. What is the Student/Faculty ration at Point Park University using the information above?

5. Do the demographics of Point Park University reflect the demographics of the US as a whole?

I look forward to seeing your visualizations and presentations.

Chris Lovett