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Course Overview Sound marketing decisions rely on the availability of market information to develop strategy, to decide tactics or to measure performance. This course focuses on the information requirements by understanding the sources and applications for market intelligence. Delegates can ensure their company adopts an integrated approach to collecting and delivering the data required to develop marketing strategy. The purpose of this course: This course focuses on a structured approach to collecting, storing and delivering key information for management decision making. It outlines the components of a market intelligence system and shows where market research fits in to provide a consolidated picture which can assist in the development of strategy and provide immediate information for tactical decisions. Benefits for your organisation: This course will assist organisations by highlighting how information can be gathered, stored, analysed and distributed. Existing information can be supplemented by ad hoc research to address specific information needs and develop your organisation's marketing strategy. Benefits for you as an individual: You will benefit from understanding the type of information needed and how it can be collected and collated. You will be able to develop a structured approach to harness and deliver the information required by management both centrally and within associated companies. Price includes full board accommodation and course materials. Audience This course is intended for those who are responsible for the collection and dissemination of market information to management, ensuring that information needs can be met on a regular, and planned, basis. You are likely to be new to market research and/or marketing information. Skills Gained You will learn how to: - Identify information needs
- Review existing information availability
- Identify key secondary sources of information
- Understand the components of a market intelligence system
- Build competitor profiles
- Design a research brief
- Plan a market survey
- Select appropriate methodologies
- Use the internet to source and build market data
- Use market information as part of the planning process
Course Outline Key topics include: - Identifying the information needs of the organisation
- Specifying information needs in a clear and digestible manner
- Using the internet and library resources to locate existing information
- Primary data collection via fieldwork
- Uses & applications for market intelligence
Course materials include: - Template for writing a research brief
- Checklist of sources from which to start any search for published data
- The course will include a practical exercise to locate specific market information via the CIM library and online information sources. Delegates are encouraged to use a current issue within their own organisation as an example for which information sources will be located and possible methodologies for data collection will be considered.
How to make a booking for the 0033 course
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