Assignments:
Remember to keep a copy of all your graded assignment in the event their is a grade calculation misunderstanding at the end of the course.
Assignment 1 – Due at the beginning of class 15March2017.
Customer Lifetime Value, 5 points
- Choose a company that you would like to work for and make up data in order to complete a customer lifetime value analysis like the one that is provided in the tutorial.
- Next, using the same company, make up data in order to explain the relationship between advertising and sales.
- You have a meeting with your boss and he wants to you to prepare a report between 200 and 300 words that explains what is better for long-term (more than 1 year) results, a or b:
a) Spend 25% more on advertising next quarter
b) Spend this same amount of money implementing a loyalty program for your existing customers.
Be sure you make a definite decision and support your decision with as much information from the analysis and class material as you can. Your report must reference the CLV calculation and the relationship between sales and advertising, but it is your interpretation of the results that is most important.
Assignment 2 – Due Thursday, 23March2017, at the beginning of class, 10 points
FLIP Side of Segmentation Data (Segmentation) – This the Excel data file you will need to complete the assignment.
FLIP Side of Segmentation Case (Segmentation) – This is the case study and the questions that you need to answer.
Word Limits: You have up to 100 words each for Questions 1, 3, and 4. Question 2 should be completed with 50 words or less.
Please bring a paper copy of the answers to your 4 questions to class to hand to the professor. Also, have a copy available for you to discuss your answers in class discussion.
Assignment 3 – Due Wednesday, 29March2017, at the beginning of class, 20 points
Infiniti G20 Data (Positioning) – This the Excel data file you will need to complete the assignment.
Positioning the Infiniti G20 Case (Positioning) – This is the case study and the questions that you need to answer.
Word Limits: You have up to 75 words each for Questions 1, 2, and 4. You have up to 150 words each for Questions 3 and 5. Take your time and chose the most important information in your answers.
Please bring a paper copy of the answers to your 4 questions to class to hand to the professor. Also, have a copy available for you to discuss your answers in class discussion.
Assignment 4 – 20 points, Due Friday, April 14th. Email to robertcascio@knights.ucf.edu. One submission per team. Submit one PDF file that includes all elements for your 4 questions. You can include exhibits or appendices if desired.
Use what you have learned in class so far and complete the following analysis to support your Vodafone business case. You will need to locate, collect, or make-up relevant data. Of course the higher the quality the data that you use, the better your case will look to Vodafone for the Business Case Competition, but I am not grading you on your data quality for this assignment.
- Design a questionnaire that can be completed in 10 minutes or less that will provide you with the most relevant data to increase the success rate of your project. It should improve your ability to segment, target, and position your offer. Also, it should provide new insights into the value that customers see in Vodafone’s product offerings. Summarize your rationale for your questionnaire design in 100 words or less, explain why it is designed the way it is and what you hope to learn from it.
- Explain the relationship between the promotion dollars allocated to your project and the additional revenue that the project will produce. You must provide a detailed graph that is well labeled and annotated so that it can be quickly viewed and understood. Next describe the relationship in 100 words or less to convince Vodafone to provide you with the optimal level of project funding.
- How will your project influence customer lifetime value? Will it bring in new customers? Will it increase the retention rate of existing customers? Complete a Customer Lifetime Value analysis both before and after your project has been implemented. Discuss the differences between the before and after results in 100 words or less with the intention of increasing Vodafone’s level of interest in your project.
- Complete a segmentation and targeting analysis for your Vodaphone project idea. Show the optimal number of segments. Rank the segments in terms of profit value to Vodafone. Finally, indicate how and in what order you will position your offering to each target. Summarize this in 200 words or less.
Assignment 5 – Conjoint Analysis
Due Wednesday, 10May2017, at the beginning of class, 25 points
Forte Hotel Data (Conjoint, 1 Ratings) Forte Hotel Data (Conjoint, 2 Partworths) Forte Hotel Data (Conjoint, 3 Analysis) – These the Excel data files you will need to complete the assignment.
Forte Hotel Design Case (Conjoint) – This is the case study and the questions that you need to answer.
Word Limits: You have up to 50 words each for Questions 1, 2, and 4. You have up to 100 words each for Questions 5 – 8. Take your time and chose the most important information in your answers.
Please bring a paper copy of the answers to your questions to class to hand to the professor. Be sure to includes support that shows you completed the analysis properly.
Assignment 6 – Test Questions – 10 points – Due Wednesday 5/17/2017
If you were the professor of this class what are two questions that you would want to be sure the class was able to answer well? Think about all of the topics that we have covered and then choose 2 topics that you believe will be the most valuable to a position in the workplace that involves marketing analytics. Prepare one question that can be answered in 20 words or less. Provide a second question that is a more detailed but can be answered in 50 words or less. The questions should cover different topics, but they can be related. Please include what you would be looking for in the answers to your questions.
Assignment 7 – Resource Allocation, Due Wednesday, May 17th – 40 points
2 Case Studies:
John French CALLPLAN
John French CALLPLAN Case (Resource Allocation)
John French CALLPLAN Data (Resource Allocation)
John French CALLPLAN Data (Resource Allocation, Calibrated)
Answer the 5 case questions with 50 words or less each.
C-Tek Corporation
C-Tek Corporation Case (Resource Allocation)
Answer the 3 case questions with 50 words or less each.
** VODAFONE PROJECT **
Please be prepared to submit the final version of you Vodafone project on or before Friday, May 19th at 1000. If possible, please send it to them on Thursday, May 18th as soon as you have made the final changes following your presentation to the class.
CLASS SURVEY – 2 points, due 6/1/2017
Here is the survey link:
http://ucf.qualtrics.com/jfe/form/SV_6EUyHmnlUWfuqVv
Please save your confirmation page after you complete the survey. You do not need to send it to me unless I ask you for it.
** PARTICIPATION SCORE ** |Due – Wednesday 5/24/2016
Please review the syllabus criteria that is pasted below before responding and be sure to indicate the PERCENTAGE of the points you think you deserve based on the categories described. Provide evidence to support your grade and category so that I can take this into consideration along with my participation notes when I allocate your final score.
From the syllabus…
Participation and class attendance
Attendance and meaningful participation are mandatory. Meaningful means there is clarity, relevance, and importance to the discussion. Attendance will be taken at the end, middle, or beginning of class. Class attendance is a necessary, but insufficient condition for participation; in other words, missing more than 2 classes will lower your participation score, but good attendance does not mean you are a meaningful contributor. I will be looking to see if you are prepared, a good listener, and an effective communicator. Participation is not about just “air time” or the “space” you take up. I will use the following scale:
– 90-100 points = outstanding contributor – consistent, high-level involvement with depth and original thinking and insight
– 80-89 points = good contributor – consistent contribution through asking and answering questions
– 70-79 points = satisfactory contributor – periodic contributions to class discussion
– 50-69 points = below-average contributor – sporadic contributions to discussions, passive audience member, if called upon fails to demonstrate familiarity with the material
Please email me, robertcascio@knights.ucf.edu, the PERCENTAGE you think you deserve and the rationale in 75 words or less. Please use PARTICIPATION SCORE in the subject line and avoid document attachments. Please do not use attendance as a reason as I have already allocated 18 points for this, one for each scheduled class meeting. I will reply to your email after I have review it with my notes and allocate your score soon.
ADDITIONAL ASSIGNMENTS
Assignment 8 – Bass Model Forecasting (to be discussed) 25 points
Ford Hybrid Car Case (Bass)
word limits: Q1 50 words, Q2 100 words, Q3 75 words
Assignment 9 – GE Matrix (to be discussed) 30 points
Addison Wesley Longman Case (GE)
word limits: 75 words for each question
Assignment 10 – Pricing (to be discussed) 20 points
Zach’s Garage (Pricing) v130520
Zach’s Garage Data (Pricing) v130520
word limits: Q1 – Q3: 25 words each; Q4: 75 words; Q5 & Q6: 100 words
Average Score Information:
ASSIGNMENTS: A1 A2 A3 A4 A5 A6 A7
Average: 4.0 8.8 18.0 16.9 23.2
Median: 4.0 9.0 18.0 17.0 23.5
Minimum: 2.0 7.5 15.0 16.5 22.0
Maximum: 5.0 10.0 20.0 17.0 24.0
Standard Deviation: 0.9 0.7 1.2 0.2 0.8