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MARK 4800: Secondary Marketing Research

Marketing Plan Project - Research

The Marketing Plan Project is due in stages. Conducting extensive research at the beginning stage will help you gain insight into the marketing situation and lay the foundation for successful marketing strategies.

On this research guide, you will find essential resources for the project. Some resources are commercial databases subscribed by and accessible through the library (login required for off-campus access), and others are publicly available on the web. The resources are organized according to the stages of research and parts of the project that you will go through:

  • Situation Analysis and SWOT
    • Industries and Competitors
    • Macroenvironment
  • Segmentation, Targeting & Positioning
    • Customers/Consumers