Marketing Strategy and Research
Course Overview
Within five years, if you run your business in the same way as you do now, you are going to be out of business – Phillip Kotler
- The purpose of this marketing strategies and techniques workshop is to provide the audience with a strategic view of what strategic marketing is
- In light of all the global changes that are taking place and impacting how we do business, the marketing approach has to be totally changed.
In today’s world, all business depends on selling or marketing to human beings therefore understanding how and why people make decisions can improve their chances of success.
The marketing strategy and research course provides insight into the nature and assumptions of marketing research conducted by corporations and commercial research companies. This marketing strategies and techniques course aims to equip delegates with the most advanced marketing research techniques, coupled with a fundamental model of decision making (quantitative techniques). Univariate and multivariate statistics methods are applied to secondary and primary data to find descriptive and causal relations among consumer and marketing variables.
Goal of Course:
The marketing strategies and techniques course covers the behavioral sciences which provide deeper insights that enables organizations to generate new ideas for content and services and
Also covers advanced statistical tools to analyze marketing data. Also marketing segmentation, targeting, and positioning. Report writing and communication of research results will also be discussed. In addition, other contemporary research techniques and tools are addressed.
The marketing strategies and techniques course is a mixture of collaborative learning, cases, team exercises and Commercial examples.
Duration:
5 Days
Language:
English
Training Objectives
- Understand what is market research
- Acquire Marketing Research skills
- Understand how behavioural economics can be used
- Explore the psychological biases and heuristics which influence customer decision-making.
- Learn the processes and techniques used in marketing research.
- Learn research design, qualitative and quantitative methods
- Use data collection instruments
- Understand benefits of segmentation approaches
- Selecting data analysis strategy, qualitative and quantitative data analysis, univariate and multivariate statistical analysis
- Reporting and presentation of results
Module Outlines
Module 1: Introduction to Market Research and Research Process
- Getting Started
- Workshop Objectives
- WHAT IS MARKET RESEARCH?
- Benefits Of Market Research Techniques
- Types Of Market Research Techniques
- Primary market research
- Secondary market research
- Qualitative research
- Quantitative research
- Cases
- Exercises
Module 2: Behavioral economics and Research
- Behavioral economics Theory and principles
- Criticism and limitations
- Behavior mapping and research
- psychological biases and heuristics
- important fields with ‘behavioral science’
- systems of decision making
- ‘Irrational’ Decision Making
- Cognitive biases and key principles
Module 3: Data Analysis
- Understanding the basics of data analysis and data interpretation
- Understanding the basics of univariate and multivariate data analysis techniques
- The benefits of market segmentation
Module 4: Application of Data Analysis Techniques
- Use Brand Development Indices and Category Development Indices to select and target markets
- Build statistical models to allocate marketing communication resources
- Six questions you need to ask for strategic marketing planning
- Brand lessons & failures
- Segmenting and targeting
- strategic Alliances
Module 5: Communication of Research Results
- Responsibilities to Research Participants and Clients
- Transparency and the Avoidance of Harassment
- Special considerations for online and mobile research
- Brand management and the IMC (integrated marketing communication) approach-what does it take
Module 6: Data Analysis: Selecting a Data Analysis Strategy
- Statistical methods
- Univariate methods (UVA)
- Multivariate methods (MVA)
Customized Learning
Leap To Success is offering a variety of learning options to meet current realities and can be adapted to suit your business needs. These options include variants of online, blended and on-site course formats.
Face To Face Learning
Enabling you to have a face to face interactive and engaging learning experiences led by renowned industry experts and thought leaders with extensive practical experience who will employ a variety of interactive learning techniques, including short high-impact videos, case studies, assessments, role plays, in addition to on-going support.
Virtual Learning Labs
Interactive online learning held in real-time using Zoom and are led by international subject matter experts who incorporate case studies, breakout rooms, guided practice, simulations and discussions to maximise your learning experience.
General Methodology
Similar to any L2S training program, this program offers an interactive learning experience in which will allow the delegates to reflect on their learning through an informative, indulging, and fun classroom experience. The design of the training session focuses on the following attributes.
- Concrete Experience: The delegates will learn by doing
- Reflective Observation: Reflecting on the newly experienced skill-set
- Abstract Conceptualization: Developing deeper understanding to the learned concepts
- Active Experimentation: providing the delegates with realistic tools that can be tested in the real life
Post the Training Stage
VAT training is based on interactive workshops and real business simulations in addition to application of knowledge. It will include:
- Quick questions to help you check your understanding as you progress
- Discussion forum questions to get you thinking about the main themes
- undergoing a project and assessment by the end of the training course.
Sign Up For the Course