Course details
Sound marketing decisions rely on the availability of market information and market intelligence to develop strategy, to decide tactics and to measure performance.One of the key roles of marketing professionals should be to ensure the availability of relevant and up to date information on which decisions can be made with confidence.
On successful completion of the course delegates will be able to:
- Identify information needs.
- Review existing and secondary sources of information.
- Understand the components of a market intelligence.
- Build competitor profiles system.
- Plan a market survey.
- Select appropriate methodologies.
- Use the internet to source and build market data.
- Use market information as part of the planning process.
- Understand the ten steps of a market research project.
- Write and design an effective research brief.
- Manage your relationship with external agencies.
- Analyse the data outputs.
- Draw conclusions and make recommendations.
Overview
- When to use an online survey, whether focus groups would be better suited, could telephone interviews help, are one-to-one interviews needed?
- How to search more efficiently for existing published data - what can be found for free - or nearly-free?
- How to critically evaluate a questionnaire someone else has designed or how to improve your own questionnaire?
- ow to use the data to support marketing decisions.
- Identifying the information needs of the organisation.
- Specifying information needs in a clear and digestible manner.
- Using the internet and library resources to locate existing information.
- Primary data collection via fieldwork.
- Uses and applications for market intelligence.
Eligibility / Requirements
Any marketer seeking to improve their organisation’s market and economic performance including those with specific market research or competitor intelligence responsibilities.
About ISM Training
ISM Offers training courses guaranteed to improve performance.
We are providers of proven strategies that radically increase workplace performance. We were established in the UAE in 1998 with a history in the region dating back to the early 70's.Our knowledge of the market is unsurpassed. Our UK based instructors have vast regional and global experience with on average 25+ years corporate experience at the highest levels.
We represent quality UK sales and marketing organisations and utilise the 'best of the best' trainers from organisations such as The Chartered Institute of Marketing, which is why our courses come so highly recommended by everyone who attends one.
The Institute of Sales & Marketing makes selling an accurately defined science. We focus wholeheartedly on selling and the motivation of buyers. Based on sound principles and the real life experiences of course directors who practice in thriving businesses on a day-to-day basis, our courses are the most dynamic and instructive available as we constantly update our content from around the world. ISM offers highly interactive and successful public courses and can also create bespoke in-house courses to meet your company needs.
Our philosophy is very simple; we take the finest course content from around the world and couple that together with the highest quality instructors available to create training courses that are head and shoulders above the rest.
ISM's commitment to best practice extends beyond the classroom and our blog, twitter and Facebook sites will add to your networking and development throughout your professional careers. We encourage you to visit these and get involved. We are also a membership body and now have over 300 individual and corporate members and encourage those involved in the Sales/Marketing Profession that wish to enhance their professional skills and credibility to apply.
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