Marketing research is the process of defining a marketing problem or opportunity, systematically collecting and analyzing information and recommending actions to improve an organization's marketing activities. Marketing research is essential in developing effective marketing mix strategies.

As a unique learning opportunity, in this Social Media assignment students are asked to assist Northern College's Social Media Liaison in developing an effective Social Media strategy by conducting marketing research and using the results from marketing research to provide a Social Media campaign. For a bonus, you can also use the marketing research results to create user-generated content.

There are three parts to the Social Media assignment. Students are required to:

1)Conduct exploratory research on Northern College's existing social media presence and customer preferences by completing a social media audit using the template provided, and;

2)Develop a survey that identifies and measures Northern College's internal and external customers' current social media usage and preferences.

3)provide Social Media Campaign based on the results of your exploratory research (Social Media Audit), that reflects Northern College's current external customer preferences.

Northern College defines its external customers as students, potential students, alumni, partner organizations (businesses in Northeastern Ontario seeking employees), and key stakeholders like bursary donors and funders like the Ontario government. Northern College defines its internal customers as faculty, administration, and staff.

Northern College currently uses the following goals to define its Social Media Strategy:

Increase brand awareness and boost brand engagement

NOTE: Northern College reserves the right to use in whole or in part any student primary research and secondary research results from this assignment. The exploratory research (social media audit) along with the formal research design (new survey) results may be used to inform new OR future Social Media strategies.

Assignment Requirements

The assignment requirements are as follows and must include:

2)Completed social media audit (template provided)

3)Customer social media preferences survey questions that include:

customer type (current student, prospective student, alumni, partner organization, stakeholder)

customer demographics (i.e. ethnicity, age, gender, geographical location, etc)

social media platform(s) used (i.e. Facebook, Twitter, YouTube, etc.)

type(s) of posts that customers prefer to engage with on social media (i.e. photos/videos/stories/other)

types of content topics of posts that customers prefer to see on brand accounts (i.e. funny content, memes, use of emojis or not, business updates, company info, etc.)

customers typical engagement and interactions with brand accounts on social media - (comment, reaction (like, heart, thumbs-up, etc.), review, direct message, share, etc., or Not Applicable)

customer usage patterns - why customers use social media to engage with brand accounts (i.e. response to a campaign, customer complaint, etc.)

Other questions not specified - that can determine more information on customers usage of social media and other engaging content

NOTE: Do not exceed more than 10 questions and must have different question types as discussed in textbook page 202-203.

4)A Social Media Campaign based on the results of your exploratory research (Social Media Audit), that reflects Northern College's current external customer preferences. Include the following criteria (refer to page 429 in your textbook):

a.Identify the target market

b.Specify promotion objective

c.Identify the strategy - push or pull strategy

d.Select digital marketing tools you will use in your campaign

e.Design the promotion - Identify what your message will be - must be consistent across all channels - consider Northern College's current message

f.Identify the evaluation approach for the campaign

Must include a separate references page of all sources used including textbook, online sources and any other sources used