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Certified Market Research & Intelligence Professional

Course Overview

Similar to successful companies, it is time for you to actively engage in Market Research & Intelligence, and here is why:

  • Marketing research assists firms in formulating effective marketing strategies
  • Aids in deciding tactics to address market challenges and uncertainties
  • Helps in measuring the performance of marketing initiatives
  • Helps in developing newer models and features for products and services
  • Enables companies to stay ahead of the competition
  • Justifies charging higher prices for products and services.
  • Helps in understanding the ever-changing behavior of consumers.

Our training program empowers marketing professionals to understand the business issues related to market research and intelligence. This isn’t just about certification; it’s your ticket to global growth.

Who Should Attend

  • Business Owners/ Entrepreneurs
  • C-Level Executive
  • Chief Marketing Officers
  • VP – Marketing
  • Director Marketing
  • Manager-Marketing
  • Market Research Professionals
  • Market Intelligence Professionals
  • Managers – Customer Relationship
  • Manager- Sales
  • Managers – Brand Promotion

Course Objectives

At the end of this course, participants will be able to:

  • Understand the Strength of market research and intelligence
  • Use several questionnaire design formats based on survey requirements
  • Analyze market research trends and best practices
  • Develop the skills to report information related to market intelligence to facilitate a cohesive view of the company and enhanced decision making
  • Envisage how to use data to support marketing decisions
  • Use the internet and other free resources to gather information

Course Content

UNDERSTANDING THE VOICE OF THE CUSTOMER

  • What are the expectations of the customer from your product/services?
  • How to encourage customer feedback?
  • Advantages of feedback of the customer
  • Developing your Listening Skills
  • How to ask questions?
    • Open Ended
    • Closed Ended
  • Interpreting the Non-Verbal Communication

KEY ELEMENTS

  • Life cycle of the Product/Services
  • Difference and distinction between Market Research and Market Intelligence
  • Marketing Mix – 4P’s
  • SWOT Analysis of Product/Services
  • Strategies of Marketing Segmentation
  • Principles of Social Media Marketing

BEST PRACTICES OF MARKET RESEARCH

  • Purpose of Marketing Research
  • Kinds of Marketing Research
  • Methods of Marketing Research
  • Classification of Marketing Research
  • Problem Identification Research
  • Problem Solving Research
  • Marketing Research Process
  • Criteria for selecting Marketing research suppliers and services
  • Customer Focus Groups- Advantages, Disadvantages
  • Best Practices of Marketing Research

MARKET INTELLIGENCE

  • Value of Market Intelligence
  • Kinds of Market Intelligence
  • Using Market Intelligence for Effectiveness- The Metrics
  • Financial Metrics
  • Non-Financial Metrics
  • Internet Metrics
  • Marketing Intelligence Buckets
    • Demand Generation
    • Brand and Awareness
    • Customer Relationships
    • Shaping Markets
    • Infrastructure
  • Understanding Benchmarking for the Competition
  • Identifying, Analyzing and Converting Data into Market Intelligence
  • Identify Trends for Data Analysis
  • How to improve Marketing Intelligence?

MARKETING STRATEGY FOR CUSTOMER-FOCUS AND ENGAGEMENT

  • Identifying the right Customer Service Providers
  • Envisage the expectations of the customer- Internal and External
  • How to add lifetime Value to the customer?
  • How to go that extra mile?
  • Designing the marketing approach which is Customer-focused
  • Recovery Techniques for Customer Service

CUSTOMER LIFETIME VALUE

  • Customer acquisition cost (CAC) and its computation
  • Customer lifetime value (CLV/LTV): Basic and Advanced level
  • Past customer lifetime value (PCV) and its comparison with CLV
  • Step-by-step calculation of CLV
  • Acquisition campaign payback period
  • Marketing campaign ROMI
  • Discount rate and net present value (NPV)

RESULTS INTO ACTION

  • Develop an Action Plan for Marketing Effectiveness
  • Setting Marketing Goals for PDCA
  • Change Management Strategies for Stakeholders
  • How to Transform Market Research and Intelligence into Action?

Table of Contents

Course Code DU0512 Category
Location: Dubai, UAE
Duration: 5 Days
Language: English
Cost: 15,770 SAR
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