MKT2208 Spring 2019 - Marketing Research: College Mobile Application

This marketing research report investigates the potential development of a mobile application for a college to improve student access to information and facilitate communication. The study includes a survey of college students, analyzing their preferences regarding app features, pricing, and usage habits. Key findings indicate a strong interest in a free, fast, and informative app that enhances assignment information exchange and student connection. The report outlines marketing objectives to increase customer demand, market share, and revenue, and proposes marketing strategies such as economic pricing, product strategy planning, and online channel promotion. Budgetary considerations for app development and marketing are detailed, and suggestions are made to prioritize app speed and affordability based on customer demand. This document is available on Desklib, a platform offering a wealth of study resources, including past papers and solved assignments, to support students' academic success.