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Research Guides

MKTG 249 Personal Branding

A course guide designed for students taking Marketing 249 Personal Branding

Welcome!

Welcome to Drew Library's Course Guide for MKTG 249 Personal Branding. We've put together some useful resources for you to use while completing this course.

Be sure to investigate the Welcome to the Library! Guide for a quick overview of the what the Library has to offer. (And how to find and use those resources!)

If you have any trouble finding information, please contact the Library -- we're happy to help! 

Starting Points

To Find: Search:
Company Profiles

- Statista

- "[Company Name] Hoover" In the Business Market Research Collection (eg., "Netflix Hoover")

- "[Company Name] MarketLine Company Profile" in Business Source Elite (eg., "BMW MarketLine Company Profile"
Market, Field, or Industry Overviews

- Statista

- "[Company OR Industry Name] First Research Industry Profiles" in Business Market Research Collection (eg., "Candy First Research Industry Profiles" OR "Hershey First Research Industry Profiles")

 

Forming Your Search

The answers to certain questions can help you determine where (and how) to conduct the next stages of your research. For instance:

What kind of company is it? The nature of the company will impact the nature of available information.

  • Is it publicly traded? Consider searching SEC filings in the EDGAR database.
  • It is a subsidiary? Consider exploring further up the corporate chain.
  • Is it a nonprofit? Consider searching for mentions with the Chronicle of Philanthropy.

Where is the company headquartered? Are you investigating the main office, or a smaller, perhaps local branch? 

  • It's worth searching through the Wall Street Journal and the New York Times for mentions of the company or its people, but also consider seeking out regional news sources, and not on a national scale. The News Sources Tab on this guide will help you dig deeper.

 

Search Article Databases for insights beyond what you can find on the open internet. 

Build a search by adding different keywords and terms to a search for the Company Name.

Trying to Find... Keywords to try:
Information about work environment?  corporate culture, culture, org* chart, organization
Information about trends, performance, etc.? data, statistics, attitudes, trends

 

Questions? Need Help? Email reference@drew.edu

Drew University Library, https://drew.edu/academic/student-resources/library/