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Unit 2 - Research and Development
In this unit students will understand the critical role market research and data has in making business decisions. Students will apply market research to business and product development decisions/initiatives.
Enduring Understandings...
Successful marketing campaigns satisfy the wants and needs of consumers.
Market research provides the information necessary to make profitable data driven decisions.
Development of product features and benefits is essential to business longevity.
Effective product branding helps to sell the product and communicates benefits to consumers.
Essential Questions...
What role should research play in the development of a marketing plan?
What role does primary and secondary data impact product development?
How does marketing information management impact other facets of marketing?
How could product branding impact product sales?
Resources
Learning Targets...
Explain the nature and scope of the marketing information management function.
Explain the role of ethics in marketing information management
Identify the steps of an effective research process
Differentiate between primary and secondary marketing research.
Identify sources of primary and secondary research data.
Differentiate quantitative versus qualitative data
Describe the use of technology in marketing information management
Describe types of data collection procedures
Determine the marketing research problem/issue
Develop and implement an effective research tool
Analyze and interpret data using common statistical procedures
Explain the nature and scope of product/service management
Identify the impact of the product life cycle of marketing decisions
Explain the concept of a product mix
Explain the nature of product extensions and modifications as a part of the product mix
Identify company's unique selling proposition, brand promise, and brand personality
Construct a new product idea
Create a new product brand plan
Develop strategies to position a product in the market
Product Branding and Development...
Practice, Formative, and Summative Assessments available in Google Classroom
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