Download Assessing Marketing Productivity (Return on Marketing) and

Some interesting topics for a Project in Marketing
Assessing Marketing Productivity (Return on Marketing)
and Marketing Metrics
Assessing marketing program productivity/ROI
Linking internal marketing program metrics (e.g., awareness) to external financial
metrics
Valuation of customers
Valuation of brands
Valuation of innovation
Measuring short- and long-term effects
Global/international metrics and measures
Brands and Branding
Measuring brand equity
Relating brand and customer equity; interplay between users and brand image
How to manage equity
Transferring equity and brand extensions
Assessing extension potential
International branding and brand extensions
Role of sub-brands versus corporate brands
Sustainable (e.g., quality) versus unsustainable (e.g., "hip"/new) differentiation
Cross-cultural and global marketing and branding: role in developed versus
developing countries
Branding across divisions, merged companies
Co-branding and licensing
Niche versus mass market branding
Impact of the Internet (brand communities) and "word of Web"
Role of internal and customer-contact employees
Impact and management of private labels
Managing Customers
Customer retention
Measuring the lifetime value of a customer
Assessing impact of CRM (Customer Relationship Management)
Managing loyalty to brand, channel, and employees
Customer expansion (cross-selling)
Customer loyalty measurement and valuation
Customer acquisition
Managing customer experiences across channels and organizations
Managing customer relationships/customization
CRM implementation
Segmenting by type of relationship desired by both customer and firm
Making customers feel valued
Role of the product itself (quality)
Service quality and return on service
Marketing to special populations
Balancing privacy and targeting
Self-service by customers
Growth, Innovation, and New Products
Improving metrics/ROI for new product introductions/failures, idea generation, and
offering (product) portfolio
Early prediction of marketplace acceptance, especially for discontinuous innovations
Development and validation of better prediction/forecast methods
Role of market research in continuous and discontinuous innovations
Developing radical innovation in existing industries
Generating innovative thinking and ideas
Concept development and innovation
Penetrating new markets
Lead users and development; improvisation/adaptation
Speed-to-market methods and value
Product proliferation and customer-based optimal assortment
Cross-functional coordination
Implementation competencies
Understanding, utilizing, and assessing design
Optimal new product locations; channel/store, within store
Affordability-based development
Understanding Customers
Proactive understanding of customers/anticipating needs
Assessing value to customers of firm's actions
Customer experiences
Communicating customer knowledge within the firm
Understanding differences: segments, developing markets
Impact of changing demographics
Customer decision processes for mature products
Response to new technology
Developing cool new methods/tools for understanding customers
Reaction to evolving Internet by segments and regions
The Role of Marketing
Changing role of marketing
Changing role of marketing research
Marketing as value creation (versus 4Ps)
Long-term effects of marketing orientation
Improving processes and implementation
How to organize marketing; corporate versus SBU marketing
Marketing competencies
Gathering, interpreting, and disseminating marketing knowledge (with smaller
marketing departments)
Relations with sales, other functions
Relation to corporate responsibility and ethics; role in public policy
Implications of outsourcing marketing to other functional areas
How marketing is viewed by the rest of the organization and by society
Collecting, Interpreting, and Using Information
Improving utilization by managers
Database marketing and unobtrusive measurement
Efficient methods for continuously updating the knowledge base
Communication and dissemination of marketing information inter- and intraorganization
Trading off precision and speed, accessibility
Enhancing innovation/creativity; role of serendipity
Privacy issues
Validating Internet- and wireless-based methods
Integrated Marketing and Communications
Assessing the effectiveness of advertising
Corporate reputation/branding
Coordinating customer contact through channels and media
Assessing non-traditional media
Role of multi-regional media
Channels
Channel mix and coordination (e.g., online and offline)
Dealing with more powerful retailers
Utilizing the supply chain/value chain
In-store marketing
Trade promotions and relations
Dealing with exchanges/online markets
Role of own stores, flagship stores
Marketing and Society
Assessing value of marketing to customers and society (social welfare, quality of life)
Privacy
Dealing with anti-marketing, anti-capitalism, anti-industrial/U.S. sentiments
Ethical marketing
Mistrust of marketing
Green marketing and environmental issues
Genetically engineered products
Pricing, Bundles, and Promotions
Optimal pricing over time
Creating and pricing product and service bundles
Determining value/impact of including price in studies (e.g., conjoint)
Evaluating trade promotions
(Every Day Low Pricing) EDLP versus deals
Role of list, suggested, price actually paid (i.e., multiple prices)
Other Issues
Global marketing
Alliances and partnerships
Impact of economy on customer, brand, and the effectiveness of marketing programs
Selecting and managing partners
When customers are competitors