COURSE OVERVIEW

“Within five years, if you run your business in the same way as you do now, you are going to be out of business…” Phillip Kotler”

• The purpose of this workshop is to provide the audience with a strategic view of what strategic marketing is?
• In light of all the global changes that are taking place and impacting how we do business, the marketing approach has to be totally changed.

In today’s world, all business depends on selling or marketing to human beings, therefore, understanding how and why people make decisions can improve their chances of success.

The course provides insight into the nature and assumptions of marketing research conducted by corporations and commercial research companies. This course aims to equip delegates with the most advanced research techniques, coupled with a fundamental model of decision making (quantitative techniques). Univariate and multivariate statistical methods are applied to secondary and primary data to find descriptive and causal relations among consumer and marketing variables.

The course covers the behavioral sciences which provide deeper insights that enable organizations to generate new ideas for content and services and also covers advanced statistical tools to analyze marketing data. Also marketing segmentation, targeting, and positioning. Report writing and communication of research results will also be discussed.  In addition, other contemporary research techniques and tools are addressed.

The course is a mixture of collaborative learning, cases, team exercises and Commercial examples.

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