The student must develop a Marketing Research project based on a clear marketing problem or opportunity, detailing the objectives, and explaining why they chose their research design method.

The brand is Heineken

o Executive Summary

o Introduction Brief introduction to explain the background/context of your Brand.

o Research Objectives List 3 to 5 of the decisions or initiatives that the research will address.

o Research Methodology Chose and explain the Methodology to be used for the research.( DESCRIPTIVE / EXPLORATORY / EXPLANATORY /CORRELATIONAL / CAUSAL / PREDICTIVE )

o Target Audience Describe the demographics, geographics, psychographics, and behavioral aspects of your target.