Forecasting and planning in marketing - free course from the Russian School of Management, training 16 hours, date November 29, 2023.
Miscellaneous / / December 02, 2023
From the course you will learn which competitive intelligence tools are most effective and how to apply quantitative analysis data, correctly organize the presentation of the investment project and improve the analytical methodology work.
Ph.D., Staff consultant to the Moscow Government on optimization of business processes and development of IT infrastructure.
Ph.D., Staff consultant to the Moscow Government on optimization of business processes and development of IT infrastructure.
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.
Modeling in business: business and financial models
• Business plan/business model.
• Osterwalder's business model.
• Application of simulation.
• Project risk analysis.
• Project presentation structure.
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.