Welcome to the MTK 341 Research Guide
This guide contains resources to assist students in conducting research for their non-profit rebranding assignment in Professor Hausladen's MKT 341 Promotion and Brand Management Course. The guide is divided by different types of research students may want to do for this project. Please reach out to the Business Librarian with any questions.
Industry Research
These databases will provide detailed industry analyses including industry performance, trends, and innovations for industries related to this assignment, such as addiction recovery and nonprofits.
Consider using the following keywords: addiction, mental health, substance abuse, nonprofits
Community Context
These resources will help you explore how the local media and government discuss addiction and treatment.
-
US NewsstreamKeyword search The Courier Journal and other news sources. Consider searching: Louisville addiction.
-
KY Office of Drug Control PolicyThis government website provides information about drug treatment as well as annual reports about drug overdoses and other addiction related information.
Audience Analysis
These databases can be used to gain insights about donors and funders who care about supporting nonprofits and addiction recovery. We want to try to answer the question: Why do people donate?
Consider using the following keywords: donor motivation, charitable giving, nonprofit
-
ABI/INFORM CollectionKeyword search this database to find news and journal articles from business disciplines.
-
APA PsycInfoKeyword search this database to find news and journal articles related to behavioral science and mental health.
-
JSTORKeyword search this database to find news and journal articles from a variety of disciplines.
Competitor & Peer Branding
These resources can be used to research potential competitors of your nonprofit client, nonprofit branding and marketing, and funding models for nonprofits.
-
ABI/INFORM CollectionKeyword search this business database to find articles about nonprofit branding.
-
Mergent IntellectUse the Advanced Search feature of this database to generate a list of companies in Louisville that work in mental health and addiction recovery. These are potential competitors. (Use NAICS code: 621420, Mental Health and Substance Abuse Centers).
-
ProPublica Nonprofit ExplorerThis resource will provide revenue and funding models for different nonprofits in Kentucky. You can search by the name of the nonprofit, or by a topic such as addiction.
Business Librarian
Alexandra Howard
Business & Entrepreneurship Librarian
Ekstrom Library