| Benchmarking Marketing Research for Financial Services
Benefits and Added Value
The main aim of this program is to equip marketing decision
makers and professionals within financial institutions
background with the knowledge and skills needed to request
(assess needs), manage (manipulate), evaluate and incorporate
marketing research output information into their strategic and
tactical practice of marketing operations. Such knowledge and
skills acquired throughout the course, should serve as an
instrumental aid to the creative and effective building of an
information-based global competitive advantage.
Structure
This program will be conducted over five sessions, five
hours per session, i.e. 25 hours. It will cover the following
topics and issues
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Importance and modern global concepts of
marketing research in financial services.
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The marketing research process: A
strategic services perspective.
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Drivers of demand for marketing research
in financial institutions.
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Success and failure of marketing research
implementation in financial institutions.
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Utilization of marketing research in the
design of financial services strategy.
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Evaluation and benchmarking the perceived quality of marketing
research in financial institution.
Target Participants
This program is targeting the potential senior level
executives in marketing and customer care departments, in order
to engage them in a brainstorming experience about marketing
research in financial institutions.
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