markets of Reaching Global Consumers and Chapter 7, and “Understanding organizational pages 136-159. Reaching Global Consumers and Markets,” buying and pages 136-159. Markets,” consumer Preparation for Week 4: In buying read: Marketing: The Core, Chapter 8, “Marketing Research: Explain the From Customer Insights to Actions,” environmental pages 160-185. forces that Chapter 9, “Market Segmentation, shape global Targeting, and pages Positioning,” markets 186-207. Week Four Part 1 of 2 Course Instructional Learning Activities Graded Activities Outcome Objectives Assess target Discuss the In order to construct successful Class Discussion (20 points) marketing rationale for marketing plans, companies first need to This week's discussion focuses on opportunities conducting conduct marketing research. In this marketing research. Specifically, you marketing week's learning activities, you will have will have the opportunity to learn the research the opportunity to learn about the difference between primary and importance of primary and secondary secondary research. Apply research research. to segment Discuss the following: consumer and Reading: In Marketing: The Core, Why might a marketing researcher organizational read: prefer to use secondary data rather markets Chapter than primary data in a study? 8, “Marketing Research: From Customer Insights to Why might the reverse be true? Actions,” pages 160-185. Working individually, prepare a Chapter 9, “Market Segmentation, page, handwritten summary of Targeting, and pages today’s Positioning,” class discussion and submit it for 186-207. grading. You may add new thoughts or your perspective on the discussion if Lesson Presentation: Complete the desired. Assure that your work is neat following: and legible. Discuss the presentation for Week 4, “Marketing Research: From Customer Insights to Actions.” Discuss the presentation for Week 4, “Market Segmentation, Targeting, and Positioning.” Part 2 of 2 Course Instructional Learning Activities Graded Activities Outcome Objectives Assess target Discuss the The following learning activities will (35 points) Individual Work
markets of organizational buying and consumer buying Explain the environmental forces that shape global markets Reaching Global Consumers and Markets,” pages 136-159. Preparation for Week 4: In Marketing: The Core, read: Chapter 8, “Marketing Research: From Customer Insights to Actions,” pages 160-185. Chapter 9, “Market Segmentation, Targeting, and Positioning,” pages 186-207. Chapter 7, “Understanding and Reaching Global Consumers and Markets,” pages 136-159. Week Four Part 1 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Assess target marketing opportunities Discuss the rationale for conducting marketing research Apply research to segment consumer and organizational markets In order to construct successful marketing plans, companies first need to conduct marketing research. In this week's learning activities, you will have the opportunity to learn about the importance of primary and secondary research. Reading: In Marketing: The Core, read: Chapter 8, “Marketing Research: From Customer Insights to Actions,” pages 160-185. Chapter 9, “Market Segmentation, Targeting, and Positioning,” pages 186-207. Lesson Presentation: Complete the following: Discuss the presentation for Week 4, “Marketing Research: From Customer Insights to Actions.” Discuss the presentation for Week 4, “Market Segmentation, Targeting, and Positioning.” Class Discussion (20 points) This week's discussion focuses on marketing research. Specifically, you will have the opportunity to learn the difference between primary and secondary research. Discuss the following: Why might a marketing researcher prefer to use secondary data rather than primary data in a study? Why might the reverse be true? Working individually, prepare a handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Assess target Discuss the The following learning activities will Individual Work (35 points) page,