|
- Have the ability to use Marketing Research to fill key knowledge "Gaps" about consumer needs
- Understand their role as leaders of the Marketing Research process and that they are not to be research practitioners
- Be able to create an effective Research Brief and especially how to ensure that the action standards are appropriate and clear
- Understand the main Marketing Research options within both qualitative & quantitative and develop a working knowledge of which to use for what type of learning (Established brands and new products/line extensions)
- The Importance & Role of Marketing Research:
- What can Marketing Research do? What can Marketing Research not do?
- Respective Roles: Marketing & Research Agency
- Principles of Research Leadership:
- The Marketing Research Process
- Developing clear & insightful Actions Standards
- Developing a Marketing Research Strategy
- Consumer Insights Process:
- Definition & five key phases
- The Marketing Research Brief:
- What is it? Why use it?
- Components of the Marketing Research Brief
- Setting Marketing Research Objectives
- New Product Marketing Research:
- Concept Testing:
- Concept Development/Screening/Testing Methodology
- Product Testing:
- Protocept/Prototype/Final Product Testing
- Marketing Plan Testing:
- Name, Package, Advertising, & Media Level
- Post-Launch tracking & evaluation
- Analyzing & presenting Marketing Research results
|
|