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Marketing analyst - free course from the Russian School of Management, training, date: November 29, 2023.
Miscellaneous / / December 02, 2023
The job responsibilities of a marketing analyst include assessing the activities of an enterprise, market research, as well as pricing and sales planning issues. Our program will help fill knowledge gaps and gain the necessary skills to work in the field of evaluating marketing projects and ideas. The main goal is to learn how to properly conduct research and evaluate the effectiveness of marketing activities and campaigns.
After completing our course you will learn:
— Conduct marketing research and analyze its results.
— Avoid common mistakes when conducting research.
— Use special market analysis tools.
— Correctly present marketing projects to management and potential investors.
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.
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.
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