MKTG 4310 - K. Forthofer
Guest Speakers: Jennilyn Wiley (business information) & Chelsy Hooper (Adobe)
- Part I: Using Data Analytics to describe your target audience
- Part II: Using Business News to identify brand partnerships or marketing strategies
- Part III: Using Adobe Express to visually tell the story
- Additional Resources: Research Help
PROJECT PART ONE
Target Audience Data
- Use Menus: Sports >> Team Sports >> select your sport
- Under Market Research (on left), look at Market Summary (under fan market)
- Towards the bottom, go to Premium - Fan Studies Special Data Extracts
Copy/Paste the most applicable report title into the main search box:
- Target audience: Concert & music festival goers in the United States
- Target audience: Theater, ballet & opera goers in the United States
- Target audience: Comedy & cabaret event goers in the United States
- Super Bowl: Statistics report on the Super Bowl
***Note: The Super Bowl report includes info on the halftime show. It will have a red icon that says Report
PROJECT PART TWO
Business News
Consider what external sources say about your organization
Why use library databases?
- SEARCH ONCE: A database covers multiple information sources
- CREDIBLE SOURCES: AUL has vetted these platforms
- TARGETED SEARCHES: Search features are more robust than Google
- RESPONSIBLE USE: Include citation builders
Building Your Search
- Put quotes around several words to search for a phrase: "Cleveland Guardians" finds the phrase
- Create complex searches using AND and/or OR
- Use a wildcard to search for various word endings: sponsor* = sponsor, sponsors, sponsorship
Search Strategies: Examples
Which Library Databases?
***Databases listed first are more likely to have relevant information for this assignment, so work through the list in the recommended order***
***Don't forget to look at: Team and League websites, social media accounts, and apps***
PROJECT PART THREE
Adobe Express Presentation
ADDITIONAL RESOURCES
Research Help
Jennilyn Wiley | Business Librarian
Email: jmw0209@auburn.edu
Citation & Writing Help
- Link to Purdue OWL MLA Formatting & Style Guide
- Frequently Asked Questions (FAQ) on Ask the MLA
- MLA handbook available at the 2nd Floor RBD Help Desk
- Books on business writing and presenting