Learning Plan / Design Document
Course Number and Name: Targeted Marketing & Social Media
Unit 5:
Code
E = Engage
I = Interact
P = Perform
E = Engage
Overview and
Essential Question(s)
Welcome to Unit 5
In our last Unit, we website analytics and took a deep look at
social media via a case study. I’m hopeful that you now have a
new appreciation for the power of social media and analytics in
marketing.
In this Unit, we will explore some of the most important aspects
of marketing – Customer Relationship Management (CRM) and
Market Research. These two topics are at the heart of successful
marketing campaigns. Before we can influence the behaviors of
our target market with advertising, we need to understand the
“DNA” of the market, what segments are more viable and what
segments and messages to avoid. With CRM, the customer
relationship is formalized with communication plans and
customer touch points.
As we approach the end of this course, it’s important that you
keep up with the assigned work. Please remain focused on the
discussion boards and providing feedback to at least three of your
classmates aimed at advancing the discussion.
As always, please let me know your questions or if I can provide
any additional guidance.
Essential Questions: Why is it critical for businesses to
understand the importance of positive customer relationship
management and how can technology aid in this process? How is
qualitative and quantitative research important to the creation of
successful marketing campaigns?
E = Engage
Performance
Objectives
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I = Interact
Multimedia Lectures
and Materials
Following this Unit, the student will understand that
customer relationships are no longer driven by telephone
contact centers, but instead by blogs, Twitter, e-mail, and
IM, as well as CRM channels both pre- and post-sale and
use this information when developing marketing plans.
After examining the material concerning customer
relationship management, the student will see that there
are several types of CRM in organizations: operational,
analytical, sales-force automation, and collaborative CRM
that can be used to increase customer relationships.
Upon completion of the chapter reading and lecture, the
student will understand that market research is a process
that aids business decisions. It involves systematically
gathering, recording, and analyzing data and information
about customers, competitors, and the market and be
able to conduct market research when developing a
marketing plan.
At the end of this unit, the student will be able to
demonstrate that quantitative research gathers data that
can be statistically analyzed to determine results and that
qualitative data can be more difficult to quantify because
base sizes are smaller and not necessarily representative
of the market under investigation. This information will
guide the student when they are conducting market
research in their professional pursuits.
Building on the student’s knowledge of market research ,
they will understand that primary research involves
gathering data for a specific research task and secondary
data can provide sources for hypotheses that can be
explored through primary research.
Read
Chapter 17 – Customer Relationship Management pp. 237-247
(Est. 60 minutes)
Read
Chapter 18 – Market Research pp. 249 – 262 (Est. 78 minutes)
Read Unit PowerPoint
Read
Case Study – “Zappos’s CEO on Going to Extremes for Customers”
Product # R1007A-PDF-ENG. Available by visiting www.hbr.org. 5
pages (Est. 30 minutes)
Watch
“Zappos on CBS” (Est. 9 minutes)
I = Interact
Activities and
Assignments
Unit 5, Assignment 1: (Est. 120 minutes) Write a two page
reaction paper using the Harvard Business Review case study on
Zappos. Product number: R1007A-PDF-ENG. Perform your own
research by visiting the Zappos website (www.zapos.com), read
blogs and web articles that detail the company. In your paper,
explain what makes the culture at Zappos so special. How do the
core principles practiced by the company empower their
employees to create WOW moments? From your research,
highlight what makes Zappos an industry leader in customer
relationship management.
Unit 5, Assignment 2 (Est. 90 minutes): Complete a 200-word
discussion post analyzing this question: How does the Internet
change the role of the researcher when it comes to market
research?
Unit 5, Assignment 3 (Est. 180 minutes): Research final paper due
at the end of the course. This assignment will be the culmination
of the activities and lessons of this course.
There are certain marketers that seem to do everything right
when it comes to engaging their target audiences and applying
the marketing principles discussed in this course. For this
assignment, please research one of the following companies:
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Coca Cola
Harley-Davidson
Nike
Apple
Toyota
Zappos
Target
Costco
Disney
Create a 5-7 page paper that covers the main points of the
material that was presented in this case. It is not necessary to
cover all aspects of the class but your paper should highlight on
the key points of our weekly learning. For example, your
narrative should cover areas such as:
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Marketing Mix (4P’s/4C’s, Holistic Marketing)
Value Proposition
Market Segmentation & Targeted Marketing
Differentiation Strategy – Do they swim in a Blue Ocean?
Why?
E-Marketing Activities
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Search Engine Marketing
Viral Marketing/Mobile Marketing
CRM
Market Research
You should examine if their marketing plan is working. Using the
internet and all other available sources, research articles/blogs,
etc. that support your point of view.
Using critical analysis, examine what might not be working so well
with your chosen company. If you were given control of their
marketing initiatives, what would you change? What would you
expand upon? Why?
In this paper, it is important that you illustrate that you can
perform research and identify what makes your chosen company
successful from a marketing stand point. Your paper should
further illustrate that you can critically think and not take
information solely at face value. What is the story behind the
data?
While this assignment is not due until the end of the course,
please schedule appropriate time to conduct your research and
begin your paper outline.
P = Perform
Assessments
Unit 5 Assignment 1
Unit 5 Assignment 2