| Benchmarking
the International Marketing Research
Benefits and Added Value
In order to face the problem of how extensively to
modify the organizational and marketing strategies, without underestimating
or overestimating the cultural differences and similarities, this
module aims to equip participants with the needed knowledge and
skills to request (assess needs), manage (manipulate), evaluate
and incorporate international marketing research output information
into their strategic and tactical practice of international marketing
operations. This 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 (out of Cairo). It will cover the
following topics and issues
- The modern global concepts of international marketing research
- The international marketing research process and activities
- Success and failure of marketing research implementation in
different organizations
- The role of the internet and secondary data in international
marketing research
- The issues of international comparability and equivalence
- Utilization of international marketing research in the design
international marketing strategy
- Evaluation and benchmarking the perceived quality of international
marketing research
Target Participants
This program is targeting the potential senior level executives
in marketing and export departments, in order to engage them in
a brainstorming experience about international marketing research
applications.
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