UofL Libraries: MKT 201: Multiculturalism in the Marketplace: Home

Business Librarian

Alexandra Howard

Business & Entrepreneurship Librarian

Ekstrom Library

alexandra.howard.1@louisville.edu

502.852.8737

Additional Resources

Google Scholar
Link Google Scholar to your library account to be able to keyword search scholarly publications on Google Scholar and access them for free through the library.

Team Project Topic

Client:

UofL Office of Research and Innovation and UofL College of Business

Opportunity:

The Office of Research and Innovation is interested in collaborating with the College of Business in identifying opportunities for a student-run beverage establishment at their physical space in NuLu that will be open to the UofL and Louisville communities. These opportunities can involve either the creation of an entity or partnering with an existing organization or company to launch this service establishment.

Research Challenge:

Create a profile of the target audience using primary and secondary research.
Conduct interviews to identify the types of beverage establishments that would appeal to the target market.
Using these insights, propose several factors that will contribute to the establishment's success or that must be addressed to overcome obstacles to its success.

Research DIY

Research DIY Resources: https://library.louisville.edu/research-diy/home

Writing a research question: https://library.louisville.edu/research-diy/writing-research-question
Generating keywords: https://library.louisville.edu/research-diy/keywords

Library Databases

IBISWorld
Use IBISWorld for a detailed industry analysis, including product and market segmentation data.
Statista
Use Statista to gain consumer and market insights.

Public Resources

Louisville Neighborhood Data Profiles
This resource from Metro United Way and the Kentucky State Data Center provides detailed demographic data about different Louisville neighborhoods.
Louisville Independent Business Alliance Directory
Search this directory to find different beverage establishments operating in Louisville. You can also limit your search to underrepresented or Black-owned businesses.
Student-Run Business Association
This professional association aims to promote, connect, and cultivate student-run business organizations in higher education. Explore the work of the current members to get ideas for further research.

Class Activity

Please open this tutorial in a new tab to complete today's activity:

https://louisville.libwizard.com/f/mkt201