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Marketing Research

Course Name Marketing Research
Schedule March 11, 2017 - March 18, 2017

Weeknights, 5:30 - 9:30 pm
Saturdays, 9:00 am - 6:00 pm 

Price: Php 17,700
Description

Sun Tzu said, Know the Terrain, Know the Enemy, Know Yourself. This could not be more true and realized through Marketing Research to verify gut feel about consumer markets and minimize market risk with sound analysis, proof, and experience. Learn how a rational qualitative/quantitative research process of consumer behavior reveals critical insights to satisfy and delight not only stated but latent consumer desires. Evaluate and enhance  the competitive strength of your brand/product and service. Use marketing research to wise up to broad strokes in strategic planning and the fine details of effective tactical planning and execution.

Objectives

Understand what marketing research is and see how it supports and rationalizes key elements of marketing strategy formulation and implementation process i.e. strategic and tactical aspects.

Develop a powerful positioning strategy, know who your customers should be and your value proposition to them based on the following:

1. Know what insight motivates consumers to a particular product or brand instead of that from its competitors. In the process, you will fully understand consumption behavior, attitudes, and psychological profile of your consumers with which you can develop products and brands that fit consumer needs;

2. Obtain information to segment markets in new ways that redefine competitive dynamics as you get to know (profile) your existing and potential customers, and develop more relevant and compelling product/brand value propositions;

3. See how research is used to identify what combination of product or brand features and benefits will compel purchase;

4. See how price sensitivity research helps you optimize price levels that match consumers value perception and maximize profit for you;

5. Validate the effectiveness of your marketing communications and sales promotions strategies; and

6.  Let research open your eyes to your brand health, its competitive strength, and its equity for better or worse.

Who should attend
  • Marketing and sales professionals as well as entrepreneurs who want a better understanding of how to market products in a more accurate, insightful, creative, and systematic manner;
  • Middle management professionals preparing for general management positions.
Outline
  • The why and what, the role of marketing research (qualitative and quantitative/primary and secondary)
  • Insighting, market trends, and other qualitative research methods
  • The marketing research cycle, how research supports the marketing strategy planning and implementation process
  • The marketing research process
  • UAI studies (Usage Attitude Image Research), concept testing and other quantitative methods
  • Competitive intelligence
Resource Speakers
Ms. Eleanor Modesto

was one of the first graduates of Visual Communication who was trained to write copy. She entered the advertising business as a copywriter and rose from the ranks to become a Creative Director in Ace-Compton (now Saatchi and Saatchi). She then moved to join Lintas Manila (now Mullen Lowe) before moving to lead the creative team of Lintas in Jakarta, Indonesia. The 21 year stint in Jakarta made her realize that ideas don't have a nationality and the great ideas are those based on human insights that delve into the mind and hearts of the people who use the brands.

She moved laterally and became one of the early Agency Heads from Creative who led the advertising agency as CEO. She saw the growth of the advertising business in Jakarta from pure print and outdoor to a robust multi-media communications power house in Asia. They were exciting times in Indonesia and it was a time for pioneering ideas like starting a TV-show production unit as well as a below-the-line activation group within the agency. 

She returned to Manila in 2010 and started a digital agency, Rogue360, which evolved into pure digital and was later absorbed by a big multi-national advertising agency. She conducts and facilitates workshops on Marketing Communications, Consumer Insighting, Research, and Negotiations around Asia and Asean. 

Ms. Modesto graduated cum laude from the University of the Philippines, with a degree in Visual Communication.

Testimonials

"MDP broadened my views and opened up a whole new world for me. It made me appreciate marketing, especially ethnography and market research, how to use science and art of marketing and discover what makes people tick."
- Gracie Dar Santos