Marketing Toolkit

the end of this course you will build a Marketing Engineering Toolkit consisting of a brief (no more than 2 pages double-spaced each) summary of four of analytical tools that we will cover in Enginius. This means 1-2 pages for each of the four analytical tools. The toolkit will serve as a reference resource for you after you complete this course. Your work will be assessed on the presence or absence of each of the following. Each is weighted equally, and half credit for each section that is poorly done or incomplete.

Content/Characteristic Description
Length At least one page but no more than two pages double-spaced, size 12 font (Times New Roman, Arial, or Calibri), with one-inch margins all around. Less than one full page will pro-rate the grade. For example, half a page will receive an automatic 50% of the assignment points.
Title You can use the top line of the paper for the title, making sure it is centered and bolded. You can simply use the name of the analytic technique, such as “Conjoint Analysis”. Start the write-up on the first line beneath the title.
Name/class section Put your name and class section into the header of the document. This means they should appear in the margins.
Brief description/purpose Give a brief description (overview) of the analytic technique in the first paragraph. Be sure to include the purpose of the analytic technique in the first paragraph as well. For example, does it segment the market? Or maybe assess the value of product attributes?
Data requirements The second paragraph should describe the data required to conduct the analysis. Does it need consumer survey responses? Actual sales data? Do you have to calculate part-worths based on consumer value assessments? Does it need longitudinal data? Behavioral data?
Computational description What does the analysis calculate, and how does it turn data into insights? Be sure to describe any statistics that are computed (such as part-worths or indices) as well as a general description of what computations are taking place. No technical details required, just show a conceptual understanding of what the analytical tool does.
Interpretation Describe how to interpret the results that the analytic tool provides in practical terms. Does it inform how to set price levels, or how much to budget for advertising, or how many salespeople to hire? Be specific.
Provide an example Briefly describe the analytical technique in action. It’s okay to use a class example.