Marketing research - course RUB 24,990. from Specialist, training 24 ac. h., Date: May 20, 2023.

Practical teacher, MBA in project management and digital marketing (Walden University, USA), economist (RANEPA, St. Petersburg), master of GR technologies (Russian State University for the Humanities, Moscow).

Marketing expert. For the last 6 years, he has been leading advertising, analytics, development teams and building marketing strategies from scratch. Over 10 years of work in this area, Dmitry has developed and implemented more than 20 marketing plans in leading companies in their industries (HoReCa, development, jewelry, manufacturing and education) by area B2B, B2C.
Dmitry Morozov knows how to conduct competent analysis of the market, consumers, SWOT research and build strategic growth matrices. He shares with listeners his practical experience in building offline product marketing, and also tells how to debug business processes in digital and event promotion - from building sales funnels (CTR, CPL, CPA, CPO, LTV) and working with metrics to improving UX/UI, behavioral factors and using growth hacking as a way of continuous development and improvements.
In his classes, Dmitry focuses on practicing, invites students to analyze real, relevant cases from his experience and implement their projects. After completing Dmitry Morozov's course, you will be able to create marketing strategies for any time (month, year, 3 years), implement them and analyze their effectiveness.

Module 1. Conducting marketing research (4 ac. h.)

• Research of the market environment.
• Formation of a Marketing Information System in a company
• The role of marketing research in marketing management.
• Types of marketing research. Distinction between qualitative and quantitative methods, use of mixed methods.
• Main directions of marketing research
• Research budget.
• Choosing a research method.
• Examples. Workshop

Module 2. Qualitative research (4 ac. h.)

• Unstructured observation. Surveillance technologies
• Focus group. Advantages of this research method. Business problems solved through focus groups.
• Requirements for a focus group guide (scenario). Recruitment. Moderation.
• Special techniques. Requirements for focus group reporting.
• Methodology of the Experiment.
• Research techniques Interview and In-depth interview.
• Examples. Workshop

Module 3. Quantitative research (8 ac. h.)

• Algorithm for conducting quantitative research
• Classification of survey types. Questionnaire development procedure. Reliability of measurements.
• Aerobatics. Sample. Sample size. Organization of data collection
• Quality control of data collection.
• Analysis of quantitative research data.
• Requirements for the research report.
• Retail audit. Methodology.
• Types of panels. Advantages of this type of research.
• Examples. Workshop

Module 4. Competitive intelligence (4 ac. h.)

• Data collection algorithm. Intelligence cycle
• Classification of targets in competitive intelligence
• Analysis of work and methods of working with closed and open sources of information
• Using the Internet (HR sites, competitor sites, search sites) as a competitive intelligence tool
• Social networks as a competitive intelligence tool
• Using the mystery shopping method for competitive intelligence
• Examples. Workshop

Module 5. Mixed research methods and interaction with research agencies (4 ac. h.)

• Syndicate studies. Study of consumer behavior.
• Hall-test and home-test
• Advertising testing. Measuring the effectiveness of an advertising campaign.
• Drawing up technical specifications for conducting research.
• The companies are leaders in conducting marketing research on the Russian market.
• Examples. Workshop