DJI CASE STUDY

Global Marketing - research

“Tell me and I forget. Teach me and I remember. Involve me and I learn.” ― Benjamin Franklin

Weekly Welcome and Module Focus

"Information is a key ingredient" (Hollensen). Over the few weeks you will gather, analyze and present information that will aid in decision making.  You will link global research to the decision making process.  Chapter 5 is an introduction to research methods, the table on page 194 is a good resource.  In order for you to complete Decision Two the 'triangulation method' and those covered in Section 5.7 will be sufficient.  You will interact via a Discussion Board, this will serve as 'Stage 2' for the international marketing information system (Sec 5.8).  In this module you will also begin to learn about the Political & Economic Environment, which is Chapter 6; the applicable model, and key component of Decision Two, is found on page 288 (chapter 8) - the Business Environment Risk Index (BERI).  The BERI is a high-level screen focused on the political risks of entering a new market.  It's introduced here to give you a "big picture" of how each chapter is integrated.

Upon completion of this weekly module the learner will have demonstrated the ability to:

• link global marketing research to the decision-making process 
• identify the key problems in gathering and using international market data
• explain the importance of an international information system

1. Reading Tasks

    Complete the recommended readings for this week:  

•  Chapter 5 from your textbook (pgs. 186 – 211).
•  Chapter 6 from your textbook (pgs. 218 - 245).

2. Learning Tasks