MBA Research

Many types of data, such as customer data, competitor data, sales data, and more, are essential for informed marketing decision-making. Teach your students how to identify useful marketing data from both internal and external sources. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about identifying marketing data, a...

Each marketing-research project is different. However, they are all the same in at least one aspect—they all require researchers to obtain data. What's the Source? (Obtaining Marketing-Research Data) will teach your students about primary and secondary marketing-research data, why they are used, and the advantages and disadvantages of each.LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP...

Market research data definitely help businesses solve problems. But before businesses can collect these data, they must first identify the actual problem they are trying to solve. Use this LAP to help your students understand how businesses identify the root causes of problems so effective research objectives can be developed. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student...

Marketing researchers create their designs with the end goal in mind. Better by Design (Marketing Research Designs) will help your students understand the importance of choosing the most effective research designs to acquire the needed information. This LAP discusses exploratory, descriptive, and causal research designs, presenting specific marketing research examples to increase student understanding. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all...

When marketers undertake a marketing research project, one of their top priorities is to obtain clear and accurate data. They know that a “slice” of the population—a sample—can represent the whole quite precisely. LAP-IM-285—Take Your Pick (Nature of Sampling Plans) teaches students why and when marketers use sampling and helps students discover different types of sampling designs. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a...

Marketing researchers need data about how customers think and feel as well as hard numbers and statistics. Hunting and Gathering (Data Collection Methods) outlines the various data collection methods that marketers use—what they are, how they work, and their advantages and disadvantages. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that...

Knowledge is as important in the business world as it is in your personal life. Sometimes, there can be so much knowledge in one place that it can be overwhelming. That’s why organizations need knowledge management. Teach your students about knowledge management and its key role in businesses today with Know Go (The Nature of Knowledge Management). LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This...

Knowledge management has become increasingly important to organizations of all shapes and sizes. But do your students understand the role that ethics play in effectively managing knowledge? If they don’t, this LAP can help. Know What’s Right (Ethics in Knowledge Management) explains how knowledge management makes organizations more ethical. It also discusses ethical issues that can disrupt the knowledge management process. This comprehensive lesson includes engaging activities and relevant...

Show your students how the growth of sports and sports marketing impacts the world. The Wide, Wide World of Sports Marketing (Nature of Sports Marketing) explains how the popularity of sports has created a diverse industry that impacts everyone from corporate sponsors to soccer parents. Anyone leading an active lifestyle or watching a sporting event can appreciate the fun that sports provide. This LAP includes activities, videos, and supplemented readings to show how sports marketing creates...

Consumers purchase products and services for a variety of reasons—from cultural influences to personal preferences to past experiences. Marketers know that their companies’ success depends on understanding the diverse influences affecting buying behavior and using those influences to their advantage. In Cause and Effect (Buying Behavior), students will discover how final consumers and companies make buying decisions, as well as the practical implications that buying behavior has for...

Every business has goals, and every business needs employees to help it reach those goals. Act Now! (Employee Actions and Company Goals) teaches your students about the types of company goals, as well as the general and specific employee actions that can help companies work toward their goals. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission)...

In the world of business, one thing leads to another. The actions companies take today will lead to the results, good or bad, that they face tomorrow. Teach your students about positive and negative company actions and results with LAP-MK-019—Just Do It...Right (Company Actions and Results). LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission)...

How would your students define marketing? As advertising? As selling? If so, they’re not alone. But there’s so much more that marketers do to create exchanges in our marketplace. Check out Have It Your Way! to help your students develop an appreciation for all that marketers do for us every day. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission)...

Goals, strategies, and tactics are important whether you’re planning a vacation or marketing products to customers. This LAP shows how marketers choose the best road—or marketing strategy—to get where they need to go. It also explains how the four elements of the marketing mix work together. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission)...

Do your students understand the word “market,” and how it is used to describe mass groups of consumers as well as smaller, more specific groups? Have We Met? (Market Identification) explains mass marketing and market segmentation, with examples from the NBA and the Massachusetts Institute of Technology. It also includes target-marketing activities to engage students in examining consumers’ traits and purchasing motives. LAPs (Learning Activity Packages) are comprehensive instructional packages...

Marketing plans are essential tools for success in marketing and in business as a whole. This LAP explains the purpose, benefits, and components of a marketing plan. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about the nature of marketing plans, a (So What?) discussion of why it's important to learn, ideas (Make...

Just as people have personal goals and ambitions, businesses have their own goals for corporate success. One way that companies measure their progress toward their goals is by evaluating their strengths, weaknesses, opportunities, and threats (SWOT). LAP-MP-010 Analyze This! (SWOT Analysis) teaches students how to conduct a SWOT analysis for businesses as well as the benefits of SWOT analysis for long-term success. In the activities, students will have the opportunity to conduct SWOT analyses...

Just as weather forecasts help you plan your week, sales forecasts enable businesses to better prepare and plan for the future. Futurecast (The Nature of Sales Forecasts) explains the different types of sales forecasts, how they work, factors that influence them, and the ways in which sales forecasting benefits all businesses, from startups to seasoned companies. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented...

Business interactions produce a great deal of information. Some documents arrive on paper. Others arrive as email or are produced and stored on company computers. Regardless of how records are created or arrive, important documents need to be kept for future reference. Businesses maintain records for financial, legal, and employee matters as well as tax purposes. This LAP explains why certain records are kept and also explains the methods for doing so. LAPs (Learning Activity Packages) are...

Teach your students about some of the technologies that modern businesses use, as well as the ways that technological innovation has altered and influenced the business world. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about technology's impact on business, a (So What?) discussion of why it's important to learn,...

Environmental scanning, which involves gathering information about a business’s surroundings, analyzing that information, and determining its future impact, helps business leaders adapt their strategies to capitalize on opportunities and minimize threats. Proactive business leaders regularly scan their business environment so they can adapt strategies to remain competitive in an ever-changing market. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all...

All businesses rely on information for decision-making and other important business activities. Successful businesses learn to manage information efficiently and effectively through the use of people, processes, and technology. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about the nature of Information...

Information management is one of the most important core business activities today. As a result, a strong comprehension of ethics is crucial in the business world. FYI (Ethics in Information Management) introduces students to the importance of ethics in information management. Students will also learn about the numerous ethical challenges within information management, including the growing need for an ethical understanding of artificial intelligence, data collection, and more. LAPs (Learning...