Marketing Research Manager - free course from the Russian School of Management, training 16 hours, date November 29, 2023.
Miscellaneous / / December 01, 2023
How to develop an action plan to promote your business? The Russian School of Management offers a course in planning and forecasting in marketing. You will learn:
— How to conduct a comprehensive market analysis.
— Which competitive intelligence tools are most effective.
— What is quantitative data analysis.
— How to properly prepare a presentation of an investment project.
— How to determine the budget for a marketing campaign.
Ph.D., expert practitioner in the field of marketing and strategy, certified business coach. Associate Professor of the Department of Management at the Graduate School of Business of Moscow State University.
Conducting marketing research
• Research work in the marketing service. Types and sources of marketing information. Work with external and internal marketing information. Where to buy ready-made marketing research. Features of research on the market of mass consumer goods (FMCG) and industrial goods. (B2B). Report on the results of marketing research. Features of the presentation of marketing research results.
• Marketing research methods. Quantitative research: survey and audit of retail outlets. Qualitative research: focus group, in-depth interview. Mixed methods: hall-test, home-test, mystery-shopping. Marketing research “on your own”: myth or reality. Analysis of the pitfalls of marketing research. Types of errors when conducting research.
• Survey as the main method of collecting marketing information. Sample and its characteristics. Accuracy and representativeness of the study. Types of samples. Determining sample size. Calculation of sampling error. Development of a questionnaire. Types of questions in the questionnaire. Basic scales used in marketing research. Requirements for drawing up questionnaires. Analysis of typical mistakes made when developing questionnaires.
• CJM - building a map of interaction with the consumer.
Marketing assessment of new ideas and business projects
• NPD, R&D.
• Idea management. Methods for creating new products. Growth models.
• Benchmarking. Types of benchmarking. Why is it important to analyze not only your market?
• Competitive intelligence. Effective methods of competitive intelligence.
• Market analysis. Market capacity assessment. Potential and actual market capacity.
• Using Internet services to analyze the market and competitive environment.
• Analysis using the “5 forces of M. Porter” method.
• New Product. Development stages.
• Marketing protection of the product. Registration.
• Blue Ocean Strategy, Innovative Business Models. Search and creation of new market segments. Four Action Model. Packham's method.
• Portfolio analysis. How to fit a new product into the company's existing portfolio of products and services.
• Workshops.