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Electronic Sources Of Marketing Essay

3311 words - 14 pages

IntroductionThe proposal which will be central to the research outlined below is the marketing and promotion of a newly created Educational Voluntary Organisation involved in the promotion of debate within schools and Universities in Wales. Such an organisation faces particular challenges in marketing its services to a recognised group but with distinct difficulties in promoting its work in a crowded market place and where the consumers are not necessarily the customers.In particular we will need to identify:Why do teachers want to promote debating skills? Existing curriculum or educational trends with which debating could link and support.Developing the profile and projecting an image of ...view middle of the document...

Company/Organisations data: customers, competitors, suppliers e.g. Publishers, National Education Organisations promoting extra curricula activity to schools, universities and Students' Unions for debating societies and curriculum development, debating organisations in the UK and overseas such as the English Speaking Union (ESU) and International Debate and Education Association (IDEA).Academic: journal articles as well as conference material as well as academic institutes.While some information will be more specific than others all elements will cast light onto the issues within the task of developing the profile of a small educational organisation. It is recognised that the material may be useful for background information but less valuable in producing a finished paper. It will also include research material that may well assist with the implementation or development of the organisation. Allowing us to explore the methodology as well as discovering opportunities for the promotion of an education voluntary organisation.MethodologyGathering Marketing Intelligence from secondary data or by desk research is best approached as a structured task, rather than tackled in an ad hoc manner (Hague & Jackson 1999). The focus should be on identifying1. The area of research2. Sources of data3. Evaluation criteria4. Supporting sourcesHaving identified the research topic, the challenge remains the development of a search strategy utilising a range of key words combined with common sense. Thus an initial set of key search words (used individually or in combination with each other) would include:EducationWalesVoluntary organisationDebatingCommunication skillsKey SkillsHigher EducationCurriculumEducational developmentThe ease and convenience offered through research means while these terms may seem to restrict a search at the outset it is a small step to delve more deeply when further conclusions can be drawn from those sources.Critical Appraisal of Electronic ResourcesThe following three criteria have been selected to critically appraise data and assess its suitability for use:1. Availability of dataHow easy is it to access the material. Within this criteria we include issues of cost and language.2. Relevance to question(s)Much information may be available on the key areas identified.3. Strength of the sourceThe experience, current role and knowledge of authors and publishers will be reflected in the trust readers have in their conclusions. Relevancy and trust in the material will also be supported by statistical and methodological clarity. Questions must also be asked about why the material has been produced. Does it reflect a true picture or is it biased.Information SourcesSecondary data can be broadly split into two categories:InternalExternal(Zikmund 2000)Internal sources are created, recorded or generated by the organisation and external sources by others such as government departments, non-governmental organisations and commercial companies. As this...

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