You will be doing a Customer Engagement Audit which requires you to find background information on your company and its competition and/or industry. Then you will consider broad economic, legal, environmental and political trends as they affect your business. You will also need to find research on consumers (Millennials and GenZ) and consider the role of digital marketing. This research guide will direct you toward potential sources to ensure success. For additional information, Ask a Business Librarian.
These citations are based on APA 7th edition but have been modified to meet the requirements of SMU Cox School of Business instructors. Check with your professor regarding the appropriate citation style for your course.
The following is an example of references on a reference page for the type of articles you will be using for this assignment. Examples of in-text references can be found in the Citation Help Research Guide.
Barber, N., & Jacobs, I. (2018, March 2). Personalized video creates better customer service experiences. Retrieved from Forrester Research database
Bloom, B. (2020, April). Salty Snacks – US-April 2020. Retrieved from Mintel database
Clarence-Smith, L. and Knowles, T. (2020, June 6). Elon Musk ‘considers Bristol for new Tesla factory’. Times Newspapers Limited. Retrieved from Factiva database
Euromonitor International. (2020). Hot drinks global industry overview. Retrieved from Passport database
FTSE Russell. (2020). Verizon Communications, Inc. [Competitors list]. Retrieved from Mergent Intellect database
FTSE Russell. (2020). Wireless Telecommunications Services. [Industry profile]. First Research. Retrieved from Mergent Intellect database
Hughes, J. & Ertel, D. (2020, July/August). What is your negotiation strategy? Harvard Business Review. Retrieved from Business Source Complete database
IHS Markit. (2020) Executive Summary - United States. [Country Risk]. IHS Connect. Retrieved from Connect database.
Pew Research Center. (2019, October 7). In their own words: Behind Americans' views of 'Socialism' and 'Capitalism'. Retrieved from pewresearch.org
PrivCo Media, LLC. (2020). Mary Kay overview. Retrieved from PrivCo database.
Waters, R. (2017, July 10). Google seeks to make artificial intelligence more people‐friendly. FT.com. Retrieved from ABI/Inform database