Marketing Plan and Budget: Planning a Marketing Strategy for a Small Furniture Retailer

Abstract

This Marketing Plan and Budget Data Challenge immerses students in the dynamic world of marketing strategy and budgeting. Focusing on JR Furniture (JRF), a local furniture retailer aiming to expand its online sales, this challenge provides graduate students and upper-division undergraduates with an opportunity to apply their knowledge and skills in developing a marketing plan and allocating a budget effectively.

The challenge consists of multiple assignments that guide students through different marketing scenarios, budget allocations, and evaluation criteria. Students will evaluate the feasibility and effectiveness of various marketing tactics such as website improvement, search engine optimization, social media presence, influencer marketing, CRM systems, and customer loyalty programs.

Throughout the challenge, students will sharpen their analytical, critical thinking, and decision-making skills. By working through real-world marketing challenges, students will develop a practical understanding of marketing planning and budgeting, while also gaining insights into the importance of data-driven decision-making.

This Data Challenge is provided in this Sage Business collection for educational purposes only. It is designed to illustrate the concepts covered in the exercise and support learner understanding. All scenarios are fictional and do not reflect real events, nor do they imply endorsement of or affiliation with any individual, company, or organization referenced. Any trademarks or copyrighted materials depicted are the property of their respective owners. While the scenarios are fictional, the datasets used may be real or simulated; the source and nature of each dataset are identified in the accompanying source note.

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