{"id":1911,"date":"2021-11-01T00:01:00","date_gmt":"2021-11-01T04:01:00","guid":{"rendered":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/?page_id=1911"},"modified":"2022-02-04T20:19:05","modified_gmt":"2022-02-05T01:19:05","slug":"unit-8-course-materials","status":"publish","type":"page","link":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/course-materials\/unit-8-course-materials\/","title":{"rendered":"Unit 8 Course Materials"},"content":{"rendered":"\n<p><span style=\"font-weight: 400\">In <\/span><b>Unit 8: Marketing Research<\/b><span style=\"font-weight: 400\">, we will learn about how organizations learn more about their targeted market segments and how to best position products and services to appeal to those segments. Marketing research means focusing directly on the customer, and improving decision making by basing options on data.<\/span><\/p>\n\n\n\n<p><strong>By the end of this unit, you should be able to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Explain the role of marketing information in helping firms understand and reach consumers<\/li><li>Describe the key types of marketing information including internal data, competitive intelligence and marketing research<\/li><li>Outline a standard process for using marketing research to address an organization\u2019s strategic questions<\/li><li>Recognize alternative methods for conducting marketing research, including primary and secondary research methods<\/li><li>Identify major sources of available market data<\/li><li>Explain how Customer Relationship Management (CRM) systems can help organizations manage and gain customer insights from marketing information<\/li><li>Use marketing information to inform the marketing strategy<\/li><\/ul>\n\n\n\n<p><strong>In order to successfully complete this unit, you\u2019ll need to do the following:<\/strong>&nbsp;<\/p>\n\n\n\n<p>1. Read this Open Educational Resource (free to access):&nbsp;<a href=\"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/why-it-matters-marketing-research\/\" data-type=\"URL\" data-id=\"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/why-it-matters-marketing-research\/\"><strong>Module 6: Marketing Information &amp; Research<\/strong><\/a><sup>1<\/sup><br><em>Please note: you do not need to complete the activities listed in this resource.<\/em><\/p>\n\n\n\n<p>2. Check out this&nbsp;<strong><a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Research Guide<\/a><\/strong><sup>3<\/sup>&nbsp;on AHERFS Blog.&nbsp;<\/p>\n\n\n\n<p>3. Watch&nbsp;<strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.youtube.com\/watch?v=qLZLx4YxjsY\" target=\"_blank\">this video from TBChoice Films on YouTube<\/a><\/strong><sup>2<\/sup>&nbsp;(also embedded below) to better understand what Marketing Segmentation is.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"What Is Marketing Research?\" width=\"625\" height=\"469\" src=\"https:\/\/www.youtube.com\/embed\/qLZLx4YxjsY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<hr class=\"wp-block-separator\" \/>\n\n\n\n<p>As always, if you need more information, you can <a rel=\"noreferrer noopener\" href=\"https:\/\/openlab.bmcc.cuny.edu\/groups\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/forum\/topic\/ask-a-question-2\/\" target=\"_blank\"><strong>ask me a question<\/strong><\/a>. For information on due dates, check our <a href=\"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/course-materials\/\" data-type=\"page\" data-id=\"101\"><strong>Course Schedule<\/strong><\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator\" \/>\n\n\n\n<p>Sources:<\/p>\n\n\n\n<p><sup>1<\/sup>CC LICENSED CONTENT, ORIGINAL Why It Matters: Marketing Research.&nbsp;<strong>Provided by<\/strong>: Lumen Learning.&nbsp;<strong>License<\/strong>:&nbsp;<em><a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/p>\n\n\n\n<p><sup>2<\/sup><a rel=\"noreferrer noopener\" href=\"https:\/\/ahrefs.com\/blog\/author\/mateusz-makosiewicz\/\" target=\"_blank\">Makosiewicz, Mateusz<\/a>.&nbsp;<strong>AHREFS Blog.<\/strong>&nbsp;\u201cMarket Research: What It Is and How to Do&nbsp;It\u201d June 3, 2021.<\/p>\n\n\n\n<p><sup>3<\/sup><strong>TVChoiceFilms on Youtube<\/strong>: https:\/\/www.youtube.com\/watch?v=qLZLx4YxjsY<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In Unit 8: Marketing Research, we will learn about how organizations learn more about their targeted market segments and how to best position products and services to appeal to those segments. Marketing research means focusing directly on the customer, and improving decision making by basing options on data. By the end of this unit, you [&hellip;]<\/p>\n","protected":false},"author":1403,"featured_media":0,"parent":101,"menu_order":8,"comment_status":"closed","ping_status":"closed","template":"","meta":{"portfolio_post_id":0,"portfolio_citation":"","portfolio_annotation":"","openlab_post_visibility":"","footnotes":""},"folder":[],"class_list":["post-1911","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/wp-json\/wp\/v2\/pages\/1911","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/wp-json\/wp\/v2\/users\/1403"}],"replies":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/wp-json\/wp\/v2\/comments?post=1911"}],"version-history":[{"count":8,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/wp-json\/wp\/v2\/pages\/1911\/revisions"}],"predecessor-version":[{"id":2755,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/wp-json\/wp\/v2\/pages\/1911\/revisions\/2755"}],"up":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/wp-json\/wp\/v2\/pages\/101"}],"wp:attachment":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/wp-json\/wp\/v2\/media?parent=1911"}],"wp:term":[{"taxonomy":"folder","embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-spring-2022\/wp-json\/wp\/v2\/folder?post=1911"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}