Project topics on marketing include an earnest assessment of rival organizations; seeking to discover how consumers relate to your products, if at all; an appraisal of recent marketing activity; and other projects. All of these are essentially searches for an understanding of processes. Business processes underlie the whole of business. To fully comprehend them, you need to drill down to the core of your company's operations.
According to noted business analyst Robert M. Grant, analyzing rival companies is vital to any business wanting to stay competitive. Putting it bluntly, if you don't know what your competition is up to, you could be allowing them to chip away at your client base. A competition analysis project (CAP), involves collecting and analyzing information about key competitors, their business strategies, their strengths and weaknesses and their current business trends. Information gathered through a CAP is vital to inform future marketing operations.
Brand Awareness Measurement
As marketing expert Ludi Koekemoer knows only too well, brand awareness can drive the consumer's decision to purchase. A brand awareness measurement project (BAMP) is designed to discover what percentage of consumers is aware of your products and what these consumers think about them. This is normally done via a survey. If a significant percentage of consumers has no awareness of your products or holds negative perceptions about them, your company has some important issues to address.
Advertising Effectiveness Study
An advertising effectiveness study (AES), is a marketing project to assess how influential advertising has been in delivering increased sales. This is not as straightforward as some people imagine. To the chagrin of many CEOs, a large and expensive television advertising campaign may not convert into an immediate ramp up of sales. Similarly, because of the fluctuations of the business cycle, a sudden increase in business may not be the result of an advertising campaign.
There are many other marketing project topics. For example, in a service quality study, a company examines whether the quality of the service it delivers matches its mission statement and service charter. Customer profiling attempts to define consumers in terms of their buying habits. Being able to predict buying trends helps businesses plan ahead. Business process mapping endeavors to ascertain the sum total of a company's business outputs and the respective responsibility chains for each business process.
- "Contemporary Strategy Analysis"; Robert M. Grant; 2005
- "Marketing Communications"; Ludi Koekemoer, Steve Bird; 2004
- Photo Credit Thomas Northcut/Photodisc/Getty Images
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