Target Audience
Directors, Sales Managers, Marketing Managers and Marketing Officers. Programme Standards
- Maximum 6 attendees - 30 days of one to one support - Handouts - Programme director/s with at least a Masters Degree in the subject - Convenient morning timings or in-house at any time for a minimum of two bookings - Can be configured to address a number of professions and industry sectors Price
EUR248 ex VAT per participant. |
Market Research Workshop
By covering these key topics, the workshop aims to equip marketing managers with the knowledge, skills, and tools needed to conduct effective market research, gain actionable insights, and make informed decisions to drive business growth and competitive advantage. Topics Covered
1. Understanding Market Segmentation: - Importance of market segmentation in targeting specific customer groups and tailoring marketing strategies. - Techniques for segmenting markets based on demographics, psychographics, behavior, and geographic factors. - Strategies for identifying and prioritizing target segments with the highest potential for profitability and growth. - Case studies and examples illustrating successful market segmentation in various industries. 2. Research Methodologies and Techniques: - Overview of different research methodologies, including qualitative (e.g., focus groups, interviews) and quantitative (e.g., surveys, observational studies) approaches. - Selection criteria for choosing the most appropriate research methods based on research objectives, budget constraints, and timeframes. - Best practices for designing research instruments, such as questionnaires, discussion guides, and experimental designs. - Tips for conducting effective market research, including sampling techniques, data collection methods, and data analysis. 3. Competitive Analysis and Benchmarking: - Importance of competitive analysis in understanding market dynamics, identifying competitors' strengths and weaknesses, and benchmarking against industry standards. - Tools and frameworks for conducting competitive analysis, such as SWOT analysis, Porter's Five Forces, and market mapping. - Strategies for gathering competitive intelligence through primary research (e.g., mystery shopping, competitor interviews) and secondary research (e.g., industry reports, market databases). - Leveraging competitive insights to develop competitive positioning strategies, differentiate products/services, and gain a competitive advantage in the marketplace. 4. Market Trends and Forecasting: - Monitoring and interpreting market trends, including changes in consumer preferences, industry regulations, technological advancements, and macroeconomic factors. - Techniques for forecasting market demand, sales performance, and industry growth using quantitative models (e.g., time series analysis, regression analysis). - Challenges and considerations in market forecasting, such as data accuracy, forecasting horizon, and uncertainty. - Strategies for adapting marketing strategies and business plans in response to emerging trends and market disruptions. |