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MKTG 330: Assignment

Business Research Basics and Marking Assignment Support

Marketing Audit Project

This guide is organized by each section of the written assignment. On each page you will find:

  • Information Need -- what pieces of information do you need to find?
  • Types of Resources -- the kinds of resources in which you will likely find this information
  • Suggested Resources, Databases, etc. -- while these suggestions are not exhaustive, they will get you started

What You'll Need

  •  Researching the company

    • Org structure

    • Researching the Industry

  • SWOT

  • Operating Environment

    • Customer Trends

    • Current Economic Trends

      • Listing, Indexes, Mutual Funds

    • Industry Trends

      • Company Comparison

    • Tech Trends

  • Researching Marketing Strategy

    • Identifying target customers

    • Marketing mix

  • Distribution

    • Channel Research

  • Researching Product Strategy

    • Branding, Product mix, product history

    • Pricing

  • Communication

Access library resources from off campus

You can now access the library databases by using your SU username and password -- the same one that you use for email and MyClasses. When accessing an e-book, article, library database, or any other electronic resource available from the library, expect to be prompted to log in (see screenshot below).

SU Login screen

Here's an FAQ about the new Single Sign On procedure.