WEEK ONE

STRATEGIC MANAGEMENT
MARKETING
The research proposal

THIS WEEK
Organisation course
Theory week 1
Research proposal
Assignment research proposal

Case Outdoor digital media in China

ORGANIZATION OF THE
COURSE
This course prepares you for
Business case 4.1-4.2
Your thesis
Every week we discuss some theory
No books will be used
The theory will be applied by making cases ->
without your preparation classes will be a
failure!
The exam will also be a case study
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ORGANIZATION OF THE
COURSE
Week 1

RESEARCH PROPOSAL
Tutorial part 1
Kick off
How to set up your research proposal
Tutorial part 2
Read, analyse and answer questions case 1.

Week 2

EXTERNAL-INTERNAL ANALYSIS
Tutorial part 1
Present-dicuss case 1
Tutorial part 2
How to carry out an external and internal environmental scanning
Tutorial part 3
Read, analyse and answer questions case 2.

Week 3

RECOMMENDATIONS (STRATEGY)
Tutorial part 1
Present-discuss case 2
Tutorial part 2
How to give strategic recommendations
Tutorial part 3
Read, analyse and answer questions case 3.

Week 4

RECOMMENDATIONS (STRATEGY)
Tutorial part 1
Present discuss case 3

Week 5

Monday till Wednesday: exam

Thursday and Friday: meeting with company supervisor of business case

WHAT DO YOU THINK?

Does every company have a
strategy?
What is a strategy?

What is needed for the proper

formulation of a strategy?

ist
sol
l

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Prentice Hall, Inc. 2010

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DATA COLLECTION
IB Zuyd wants you to start always with a clear
research set up?
Why?
What are the different elements of the research set
up?

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RESEARCH SET UP
Gap

Desired situation

=
Fo SMA
rm
ula RT
ted

Current situation

Problem
Statement
Company
Objective
Research(ers)
Objective
/
lts s
u
es tion
/ R da
is en
lys m
a
m
An co
e
R

Research questions
Researchin
g

Policy
Writing

YOU WILL HAVE TWO ROLES

In writing your business case/thesis you will not be
only a researcher, you also will have to come up
with recommendations (strategic options and an
action plan)

Prentice Hall, Inc. 2010

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METHODOLOGY
Research
question

Internal or
external
Analysis

Desk or field
research

Quantitative Sources
or qualitative used

Question 1

External

Desk & Field

Quantitative

www.example
.com

Question 2

Internal

Desk

Qualitative

Company
mission
statement

Not just describe what you have done, but also why you
have choosen for a specific research method

CASE WEEK 1; OUTDOOR

DIGITAL MEDIA IN CHINA
Formulate a research set up; problem, objective,
questions
Make a SWOT

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NEXT WEEK
DISCUSS/PRESENTATING THE CASE
EXTERNAL ANALYSIS

Prentice Hall, Inc. 2010