Fundamentals of Marketing Research course provides students with an introduction to marketing research and explains how it can support management to make better marketing decisions. This course discusses the role of marketing research in the marketing mix process. It focuses on the principles and process of marketing research, specifically the planning, collecting and analysing of data relevant to the business/marketing decision making process and communication of the results to the concerned department. Students will be able to use the knowledge and skills gained to conduct and present various types of marketing research studies
Upon completion of this course, participants should have basic knowledge to fundamental concepts of marketing and marketing strategies. They should be able to reflect the impact of marketing activities on other business units and collaborate the theoretical knowledge with case studies in order to make effective business decisions.
- Market researchers
- Marketing and product managers and others who interact with the market research function who want to develop a solid foundation in the discipline.