MKT 9737; MARKETING ANALYTICS Individual Final Project

MKT 9737; MARKETING ANALYTICS

Individual Final Project

 

Marketing Analytics Purpose:

You have been hired as an independent consultant to better understand the brand perceptions of the Zicklin School of Business. Especially as a current student, it is critical that you do not allow your own perceptions to bias your conclusions. As such a data driven and analytics focused approach will be central to enhancing the credibility and persuasiveness of your recommendations.

This project represents a “capstone” opportunity for you to leverage all of the tools, techniques, and experiences that you have been exposed to throughout this course. You are not being asked to answer a specific question, but the dataset should be able to support multiple avenues of inquiry. Explore this dataset to determine what you believe would be most interesting and relevant to share with stakeholders. Then focus on delivering a high impact presentation that will give senior management confidence in what you are communicating them. Note that this includes both technical and aesthetic considerations, and that the findings are both meaningful and actionable.

Data: You have access to the response of 34 of your peers (Final Project Zicklin Perceptions.xlsx).

 

Submission Requirements:

You will submit a presentation of 5 slides (not counting title slide) or less in the format of a business presentation and any technical workbooks with your analyses.

This is an INDIVIDUAL assignment.

 

Presentation

The main deck of the presentation should contain only *insights* from the data, such that an executive who doesn’t know the sample or the data, but has basic knowledge of analytics can:

1. Understand the source of your data
2. Trust the analytic rigor and thoroughness of your analyses, including any potential limitations
3. Take away from your report clear, compelling, and confident next steps

 

Do not exceed 5 slides (for the presentation slides).

You may use Appendix slides/hidden slides to show any of your work, but this should not just be a “data dump.”

 

 

 

Student Survey

Student Demographics

SD1  – Which degree program are you currently in?

BBA

MBA

MS

Other

 

SD2  – Which of the following best describes your major area of study?

Accountancy

Computer Information Systems

Data Science / Analytics

Economics

Finance

I/O Psychology

International Business

Management

Marketing

Real Estate

Statistics

Other

 

SD3  – Are you a part-time or full-time student?

Part-time

Full-time

 

SD4  – On average, how long is your commute to campus?

0 – 15 mins

16 – 30 mins

31 – 45 mins

46 – 60 mins

> 1 hour

 

SD5  – Including this current one, how many years have you been at the Zicklin School of Business?

1

2

3

4

5+

 

SD6  – Which of the following best approximates your current GPA?

4.0

3.5-3.9

3.0-3.4

2.5-2.9

2.0-2.4

< 2.0

SD7  – Which of the following best approximates your years of work experience?

0

1-2

3-5

6-10

11+

 

 

Perceptions of Zicklin School of Business

 

ZP1  – On a scale from 0-10, how likely is it that you would recommend Zicklin to a friend or colleague?

 

ZP2 : ZP9 – How satisfied are you with each of the following aspects of the Zicklin experience?

Completely satisfied

Somewhat satisfied

Neither satisfied nor dissatisfied

Somewhat dissatisfied

Completely dissatisfied

NA / Don’t know

 

ZP2  – Course variety

ZP3  – Course availability

ZP4  – Quality of faculty

ZP5  – Technology and computing

ZP6  – Facilities

ZP7  – Career development services

ZP8  – Clubs and organizations

ZP9  – Alumni network

 

ZP10 : ZP16 – How much do you agree or disagree with the following statements about Zicklin?

Completely agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Completely disagree

 

ZP10 – Zicklin is academically challenging

ZP11 – I feel part of a community at school

ZP12 – I enjoy going to school at Zicklin

ZP13 – The faculty and administration care about me

ZP14 – The Zicklin degree is a good value

ZP15 – There is a strong sense of purpose / mission at Zicklin

ZP16 – I am proud to be associated with Zicklin

 

ZP17 – What do you like most about the Zicklin School of Business and why? Please be as detailed as possible. (Open End)

 

ZP18 – If you could change anything about Zicklin, what would it be and why? Please be as detailed as possible. (Open End)

 

 

Self Perceptions

 

Listed below are several adjectives that can be used to describe one’s self. Please pick anywhere from 8-12 of these which you feel best describes you. (Simply enter a “1” for those attributes that you feel apply to you, otherwise just leave it empty)

 

SP1  – Outgoing

SP2  – Calm

SP3  – Curious

SP4  – Impulsive

SP5  – Reserved

SP6  – Critical

SP7  – Conventional

SP8  – Warm

SP9  – Dependable

SP10 – Anxious

SP11 – Practical

SP12 – Trusting

SP13 – Organized

SP14 – Secure

SP15 – Stubborn

SP16 – Independent

SP17 – Quiet

SP18 – Carefree

SP19 – Prone to stress

SP20 – Empathetic

 

 

Personal Demographics

 

PD1  – What gender do you identify as?

Female

Male

Other

Prefer not to answer

 

PD2  – Please enter your age in years

 

 

 

PD3  – Please specify which best describes your ethnicity

Caucasian

African-American

Latino or Hispanic

Asian

Native American

Pacific Islander

Two or more

Other / Unknown

Prefer not to say

 

PD4  – What is your marital status?

Single / Never married

Married / Domestic partnership

Divorced

Widowed

Separated

Prefer not to say

 

PD5  – Which best describes your employment status?

Employed full-time

Employed part-time

Seeking opportunities

Full-time student

Retired

Prefer not to say