| Benchmarking
Marketing Research Benefits and Added Value
The main aim of this module is to equip marketing decision
makers and professionals in different organization to request (assess
needs), manage (manipulate), evaluate and incorporate marketing
research output information into their strategic and tactical practice
of marketing operations. Such attitude and knowledge acquired throughout
the module, 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:
- Importance and modern global concepts of marketing research
- The marketing research process: A strategic services perspective.
- Drivers of demand for marketing research.
- The marketing research industry in a supply chain management
context.
- Success and failure of marketing research implementation.
- Qualitative and quantitative market research techniques and
tools.
- Managing the marketing research
- Utilization of marketing research in the design of marketing
strategy.
- Evaluation and benchmarking the perceived quality of marketing
research.
Target Participants
This program is targeting the potential senior level
executives in marketing and customer care departments, in order
to develop their planning skills and engage them in a
brainstorming experience about strategic marketing.
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