Marketing Research

Wednesday and Thursday
5:30 pm - 9:30 pm

Saturdays
9:00 am - 6:00 pm

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.

Negotiation Skills and Strategies
February 16 - 17

Selling, Maintaining, and Developing Key Accounts
March 14 - 16

Marketing Communication
April 18, 19, & 21

Brand Management
April 28, May 2, 3, & 5

After the course, you will:

• Understand how consumers make purchasing decisions to choose to buy or not;
• Identify the attributes of must have products that delight consumers;
• Create new markets / customers through innovative positioning (the key to profits);
• Choose customers, recognize those he/she does not need;    
• Use research to effectively build strong brand names and valuable brand equity; and
• Recognize and manage future trends as opportunities or threats.

You will emerge with sharpened marketing skills and insights from knowledge shared by experienced marketing professionals who will reveal what works, thus helping to avoid costly trial and error. You will have a deeper understanding and appreciation of consumer insights and discover what constitutes a satisfied consumer.

• 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.

• The importance of research and customer information in decision making
• Marketing research data collection methods: How and where do you start digging?
• Applications: Know WHAT, WHERE, WHEN & HOW to use Marketing Research
• Walk through research cases to have a better appreciation of its use

is the AVP and Market Research Manager for San Miguel Purefoods.

"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