Fundamentals of Market Research

Course description and benefits

New or seasoned professionals in the marketing world seeking further instruction on market re­search will benefit from this course through instruc­tion on learning to critically read research, under­stand market research techniques and appreciate how these skills can benefit a business. Participants will be provided with expert guidance and methods to ensure research success.

Who will benefit

• Senior managers
• Entrepreneurs
• Customer relations executives
• Marketing executives
• Public relations executives
• Other interested stakeholders

Course outline

• Research skills
• Search terms
• Important vs unimportant information
• Time management
• Project evaluation

Course outcomes

On completion of this course, participants will:

• Understand market research.
• Be able to write a research brief.
• Know how to build a questionnaire.
• Be capable of finding key information quickly.
• Appreciate the rudiments of researching.

Course format

The course is a combination of classroom time and learning workshops. Classroom sessions are inten­sive and participative and will include a variety of approaches such as lectures, group discussions and practical exercises. A number of guest lecturers will also make presentations, aiding the overall learning experience.

Presenters

The course presenters will include top-level industry experts and practitioners.

Course materials

In addition to comprehensive course notes, par­ticipants will be provided with course bags, core textbooks and a notebook.

Tea break and lunch will also be provided.