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Objectives

• Marketing is sometimes defined in terms of the exchange of information between the firm and its customers that facilitates the exchange of value that follows Acquiring information about the customer needs, priorities, motivation, and purchase intentions are only the tip of the iceberg.
• Learning about the economy, the social trends, the technological developments, and the implications of political decisions on our business is essential for survival. Knowing our competitors inside and out is also crucial.
• Testing our products and messages before we launch them, and measuring the effectiveness of all our marketing activities is also vital for success and control.

The Delegates

Marketing Professionals, Marketing Managers, Brand Managers, Marketing Executives, Market Research Analysts, and Strategic Marketing Planners.

The Contents

• The definition of marketing research.
• The types of marketing research.
• Identification research (market potential, market share, image research, …).
• Segmentation research .
• Product research (concept, packaging, positioning, …).
• Pricing research (line pricing, sensitivity…).
• Promotion research (optimal budget, media decisions, copy testing…) .
• Distribution research (attitude of channel members, coverage, margins, location decisions…).
• Do it yourself or buy the research?
• Screening the research agencies.
• Choosing the research agency.
• Managing the agency.
• The marketing research process:
• Defining the research problem.
• Choosing the best approach(es).
• Sampling and instrument design.
• Data Collection.
• Data analysis.
• Report writing.
• Communication of Marketing research.
• Secondary data: sources, uses, and limitations.
• Qualitative research:
• Focus groups (characteristics, advantages and disadvantages, applications, developing the focus group guide.
• In-Depth interviews.
• Projective techniques.
• Survey methods:
• Sampling decisions (probability and non-probability techniques).
• Observational research.
• Measurement and scaling.
• Questionnaire design.
• Data Collection (selecting, training, supervising, and evaluating field workers).
• Report writing (guidelines for tables, graphs, exhibits, appendices,…).
• Reading the research report.
• Course summary.

 Notes:

• Great Discount for companies and governmental Organizations .
• All programs are held in five star hotels .
• All lecturers have sufficient knowledge and experience to implement the programs at an optimal level .
• Large package of services is offered to the participants .

The Discount

10% in case of Three P. (or more)