MKTG5006 Marketing Intelligence and Analytics
You are to write a ‘Marketing Intelligence Report’ related to the topic "the role of influencers in marketing:
issues and challenges". You should select one particular product category (or brand). You will be conduct a critical analysis in regards to issues that need to be considered when an organisation is selecting an influencer to promote its products/services in the selected product category (or brand). You need to develop your research objectives.
You will be interviewing at least one marketing industry expert (or influencer) who can provide you with additional insights in this area. You will be designing an interview script and collecting data from a marketing industry person who can share some insights in regards to the influencer selection process. Please note that you first need to understand how influencers impact the decision-making process.
As a result of your primary and secondary data, you will be developing a suggested list of factors that marketers need to research about before selecting an influencer.
This report should look beyond your personal experience with social media influencers, and you need to draw upon literature (academic, industry, popular press, reports, etc.) to support your arguments.
1. Research Background (Secondary data)
I. Introduction to the product category and the relevance of influencers to this product category.
II. Discuss the role of social media influencers in consumers’ decision-making process.
III. Discuss the issues that marketers should consider when selecting an influencer.
IV. Develop TWO research objectives.
2. Interview with an industry expert (Primary Data)
I. Methodology: Explain how you collected and analysed the data. List and explain two limitations of your study.
a. Data collection instrument should be added to the Appendix of this report.
II. Data analysis: You should analyse the data with the prescribed data analysis software and include key findings as part of your report. Interpretation is a key component of this section