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.
Restricted: Only current SMU students, faculty, & staff. Certificate students and alumni do not have permission to use these resources.
EZ: Off-campus access using 8-digit SMU ID & password. Access these databases - anytime, anywhere.
In Library Only: Accessible only on Business Library computers and are not accessible via wireless connections. A valid SMU ID should be presented to receive a placard that must be displayed while using the computer.
This example utilizes APA 6th edition. 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
Bryant, C. (2017, August). Coffee and tea on premise-US-August 2017. Retrieved from Mintel database
Euromonitor International. (2017). Hot drinks global industry overview. Retrieved from Passport database
First Research. (2018). Wireless Telecommunications Services. [Industry profile]. Retrieved from Mergent Intellect database
FTSE Russell. (2018). Verizon Communications, Inc. [Competitors list]. Retrieved from Mergent Intellect database
IHS Markit. (2019) Executive Summary - United States. [Country Risk]. Retrieved October 24, 2019, 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. (2018). Mary Kay profile and business model. Retrieved from PrivCo database.
Rodriguez, S. (2017, October 26). Cloud computing drives massive growth for big U.S. tech firms. Reuters India. Retrieved from Factiva database
Waters, R. (2017, July 10). Google seeks to make artificial intelligence more people‐friendly. FT.com. Retrieved from ABI/Inform database
Yoon, E. (2017, August 8). Tesla shows how traditional business metrics are outdated. Harvard Business Review. Retrieved from Business Source Complete database