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business
communication research

Questions and Answers of Communication Research

What are free and forced vibrations?
What is loudness, and how do we measure it?
What is the difference between amplitude and intensity?
How is frequency related to pitch?
What is the fundamental frequency of a complex waveform?
Define articulatory, acoustic, and auditory phonetics.
4. How do Industry 4.0 technologies contribute to MVMSs and marketing analytics?
3. When using an MVMS for marketing analytics, what are the steps in the process?
2. How does analytics help marketers to manage value? What role does analytics play in marketing planning?
1. Why should marketing analytics be a top priority for marketers? What challenges have limited marketing’s use of analytics in the past?
5. How can marketers leverage brand value to establish brand portfolios? What is the relationship between brand portfolio management and brand architecture?
4. How do we use the brand identity planning framework to codify our brand and establish brand cues in the form of brand style guidelines?
3. How do we develop and manage brands? What are the elements of brand management?
2. What is brand equity? How does brand knowledge affect brand equity?
1. What is the role of brands in marketing? What benefits do brands provide and how do they work?
5. How do marketers use customer journey maps, service blueprints, and customer experience maps to redesign service episodes?
4. What role do people, process, and presence play in the marketing mix for a service?
3. What is the relationship between service design and customer experience? What factors influence customers’ evaluations of customer experience?
2. How is technology affecting services marketing? What are the benefits to marketers?
1. What is the nature of service? Why are services integral to marketing? How does service dominant logic acknowledge marketing’s desire to create value for the customer?
5. What are the steps for creating an effective integrated marketing communications campaign?
4. By what process does communication occur?
3. How can we distinguish between paid, earned, and owned media?
2. What communication modes may be used in integrated marketing communications?
1. What is the role of promotion in the marketing mix?
4. How are channel functions affected by Industry 4.0 technology?
3. What elements are included in a channel strategy?
2. What are the types of channel intermediaries and what work do they perform?
1. What are marketing channels and why are they important?
6. How are digital innovations benefitting price management in organizations?
5. What are the psychological influences that affect customer perceptions of value?
4. Why do marketers make price adjustments and how might they harm profitability?
3. What pricing orientations do marketers use to guide pricing decisions?
2. What are the levels of price management? What marketing objectives are related to pricing strategies? What are the implications of algorithmic pricing?
1. What is the role of price in the marketing mix?
6. How does product design influence the adoption of new products?
5. How does the product life cycle inform marketing decisions?
4. What is the process by which new product innovations are developed? How does design-to-value facilitate new product development?
3. What is product portfolio management?
2. How and why are products classified? How are services different from goods?
1. What is a product and what product levels create value for customers?
3. How do these relate to the elements in a marketing plan?
2. What are the steps in the strategic planning process?
1. What is marketing strategy? How do marketing strategies relate to business and corporate strategies?
5. How can a marketing manager assess the quality of research?
4. What are the steps in the marketing research process and how are they applied?
3. What kinds of data can be gathered with market research?
2. How do companies use marketing information systems (MISs), what are the components of MISs, and what can such systems accomplish?
1. What is marketing research and why is it valuable for marketers?
6. How can companies establish an effective position in the market?
5. What role does strategic fit play in the market segments a company ultimately chooses to target?
4. How do marketers choose which segments to target?
3. What is the procedure for segmenting markets?
2. What are bases used in segmentation?
1. What is segmentation and why is it important?
5. What do we know about organizational buyer behaviors and the factors and characteristics that influence them?
4. What are moments of truth and micro-moments? How do they relate to the growing importance of customer experience management?
3. Why are customer journey maps used to describe consumer decision processes?
2. How are purchase decisions made? What factors and characteristics influence these behaviors?
1. What is buyer behavior and why do marketers seek to understand it?
5. What is MarTech and how does it support marketing in the age of convergence?
4. How are the technologies of Industry 4.0 revolutionizing marketing and the customer experience?
3. What are the elements of the marketing mix? What can be marketed?
2. What is marketing? What are the core concepts of marketing?
1. What has been the evolution of marketing over time? In what ways has marketing shifted in response to consumer demands?
■ Detail how companies build and manage brand equity.
■ Understand how brand relationships work to create brand loyalty.
to gauge the effectiveness of the campaign.
■ Articulate how different types of timelines can be used to implement a campaign, help team members execute tactics and stay on schedule.■ Know how to use evaluation and measurement tools
■ Create detailed budgets for the campaign including costs of tactics, contingencies and types of budget that could be used.
■ Explain the elements of a campaign plans book and how to construct a campaign.
■ Use the ROPE model to develop a campaign for a client.
■ Articulate how strategic communication and how people interact with media have changed with artificial intelligence, augmented reality and the Internet of Things.
■ Describe and distinguish different marketing communication strategies including social media marketing, affiliate marketing, influencer marketing, mobile marketing and content marketing.
■ Discuss how the digital giants—Facebook, Google and Amazon—have had an impact on media consumption and advertising revenue models.
■ Apply PESO model to better understand the complexity of media.
■ Detail how the modifiers that we use to describe media limit progress in media and campaign strategies.
■ Explain how the media have evolved with advances in technology.
■ Describe the process for writing different types of message tactics, including a print ad, news release and social media content.
■ Demonstrate the effective development of creative briefs.
■ Describe the 5C’s of good storytelling.
■ Learn how to communicate messages across all aspects of the organization and to all its stakeholders.
■ Understand the importance and role of message strategy.
■ Identify the traditional paid media classifications and understand how advertising is purchased by each type.
■ Understand the PESO model and give examples of paid, owned, earned and shared media.
■ Be able to distinguish among the different types and meanings of “media.”
■ Know the toolbox that strategic communicators use to execute strategies and tactics.
■ Write an objective.
■ Know how a SWOT analysis can impact the strategy and operations of an organization.
■ Understand the elements of a situation analysis and create one on your own.
■ Be aware of the steps in strategic planning.
■ Learn about the diverse nature of stakeholders and how to communicate with people that are different from you.
■ Identify factors that influence consumer decision-making.
■ Understand the stages of the consumer decision-making process.
■ Know the basis of segmentation and be able to give examples of each.
■ Explain the situational theory of publics and how it helps inform strategic communication practice.
■ Define and identify different types of stakeholder groups.
■ Be familiar with ethical dilemmas that arise in the practice of strategic communication.
■ Understand how strategic communication is regulated.
■ Identify issues in strategic communication that can negatively influence society.

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