Essay CMS01A – Competitive Marketing Intelligence – Marketing Assignment Help

Assignment Task

QUESTION 1

EduClick is an educational website that offers a range of hard copy educational material (such as textbooks) as well as online courses. It is targeted at working professionals who want to expand their skills in their own time for either personal enrichment or career advancement. The courses mostly consist of text and photos – it currently does not include any videos. Course assessments are evaluated by a small network of experts, and students sometimes have to wait a few weeks for their results. Payment can only be made via EFT and students can only start the course once EduClick has confirmed that they have received payment. During the 15 years of EduClick’s existence, they have continuously added to their offering as they became aware of new topical courses or educational trends. As a result, the subject matters covered by EduClick now include a vast amount of categories, from cooking and crafts, to entrepreneurship and accounting. Instead of organising these into suitable subcategories, EduClick just keep adding new courses to the homepage (labelling them as ‘new’) and the interface is quite cluttered. In addition, some courses provide a breakdown of the course structure; others just provide a paragraph summary. A recent report back from EduClick’s financial department showed a decline in both the signups for courses and the educational material purchases. The marketing department decides to undertake a marketing research project to determine how EduClick’s offering matches up to the educational needs of working professionals.

Define the three different types of research design and the three research approaches (grouping them together appropriately and placing them in the order marketing researchers would usually use each method) for EduClick. Then, provide examples of what each of these may look like in practice for EduClick

QUESTION

1. Define ‘marketing intelligence’. Then, state the purpose of competitive marketing intelligence and name two online and two offline competitive marketing intelligence sources.

2. Define and briefly explain how both a focus group and online focus group work. Then, name the benefits of an online focus group above a traditional focus group.