The Marketing Analytics project will be an individual or paired assignment (your choice) with the focus of Diversity Equity and Inclusion and key stakeholder perception employee, customer or investors.
Firms may or may not take part in social media as it pertains to social injustice events. However, our research is to examine the influence of this action/inaction regarding the perception of employees and customers/investors.
The final product will be 2 parts:
1) Summary of findings which will be aggregated and discussed the last day of class (the final)
2) A term paper which follows along with the below steps (MUST INCLUDE the DATA FILE as a 3rd submission AS ANALYZED excel or Tableau link):
Step 1: Use Car Manufacturers indastry
Step 2: Select 5 large firms with an active social media presences
Step 3: Refine the Managerial Problem to be studied – does it matter to 1) employees 2) investors or 3)customers if a firm does or does not take action in the case of a social injustice event?
Step 4: create a timeline that includes at least 3 social injustice events
Step 5: Examine the social media content of the 5 firms during the specified timeframe, e.g. Twitter, Facebook, LinkedIn
Step 6: Create a refined hypothesis based on one of the following:
Employee perception of Firm action in the case of a social injustice occurrence: If a firm takes action on social media when social injustice events occurs (X) (Identify when firms bring forward the elements of workforce health in it’s social media or other constructs that speak to DEI) it (positive/negative) influences employee perceptions determinant upon the action taken by a firm via social media as measured by workforce health (employee sentiment). Workforce health as it pertains to DEI is defined as including concepts of: representation, inclusion, belonging, engagement, mobility. (Y) measure = Measurement: eNPS Glassdoor
(Links to an external site.)
Rating, Comparably
(Links to an external site.)
rating
Customer perception/Investor perception If a firm takes action to discuss DEI topics (Identify when firms bring forward the elements of workforce health in it’s social media or other constructs that speak to DEI) social media (X) when social injustice events occurs to xxxx there is a (positive/negative) influence on (Y) outcome – stock price (MarketWatch
(Links to an external site.)
or other) , social sentiment score, NPS (Consumer Guru)
(Links to an external site.)
, CSAT,
Step 7: Describe how you will analyze the results, e.g. cross-tabs, demographics, descriptive statistics
Step 8: Provide a recommendation for firms in this industry using positively influencing actions taken or those not taken
Step 9: Conclusion – including what did you learn
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