MAR 4480 Strategic Marketing

Use article databases to search for a company's mission statement.Use the following search strategy to start:

"company name" AND ("mission statement" OR "vision statement" OR "company mission" OR "corporate mission" OR "corporate purpose")

If looking on the Internet in Google try:

company name  "mission statement"

Marketing goals are broad, long-term aims that a company wants to achieve, such as increasing brand awareness or market share, while marketing objectives are specific, measurable actions taken to achieve these goals, often following the SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound)

To find a discussion of a company's marketing goals and sometimes their very specific objectives, you can explore the following resources:

1. Company Websites: Check the "About Us" or "Investor Relations" sections for strategic plans and annual reports.
2. Press Releases: Look for announcements about new marketing campaigns or strategic initiatives.
3. SEC Filings: Review documents like the 10-K or 10-Q for insights into strategic goals.
4. Industry Reports: Access reports from market research firms that analyze company strategies.
5. Analyst Reports: Use platforms like Factiva or Bloomberg to find detailed analyst reports.
6. Social Media: Follow the company's official accounts for updates on marketing initiatives and outcomes.
7. Interviews and Webinars: Watch interviews with company executives or attend webinars where they discuss strategic goals.
8. Trade Magazines: Read industry-specific publications that often feature company profiles and strategic insights.
9. Competitor Analysis Tools: Use tools like SEMrush or SimilarWeb to infer marketing strategies based on online activities.