Advance Marketing Research Evaluation and Analysis
Sales & Marketing · 5 Days · Public · Al-Khobraa certified · From USD 4,500
Overview
Strategic Marketing Planning will help you answer the challenges facing your business which have resulted from financial turmoil, climate change, globalization of markets, scarcity of natural resources, and rapid technological developments. It provides a powerful, formalized, market-led Ten Step Planning Methodology to guide you and give you the confidence to meet the changes. The practical and graphical methodology is an effective medium to analyze, determine your short and medium-term strategies, and then communicate them internally to your management and peers.
Learning Objectives
Understand and meet your business needs by using advanced and new research methods such as Behavioural Economics, Heuristics, Emotional Resonance, Influencer Research, Semiotics, and Design Thinking
Illustrate the difference between Qualitative and Quantitative Research, the pros and cons, and how they should work together – not in isolation
Build your Research and insight around the core business motivators – the customer experience and purchase funnel
Construct a great Market Research Brief/Insight Brief
Craft meaningful springboard insights derived from your research observations and measure the success of any program against the Net Promoter Score (NPS) at any stage of the customer experience
Apply your learning to create an agency selection criterion to meet your brief and choose the best partner
Understand which vital elements comprise an effective and powerful market-led business strategy and its consequent plans
Employ the most suitable market-led business planning tools for your business and products
Outperform your competition – directly and indirectly –by creating and implementing dynamic, professional, true market-led business strategies
Become an effective market leader by enhancing the image of your products and/or services and boosting your market recognition
Develop your market-led thinking to become more analytical, innovative, and strategic
Implement practical action plans to improve your profits and potentially dominate your markets
Use powerful analysis tools to better understand your customers’ perceptions, needs, and desires, and how they rate your and your competitors
Understand and effectively use customers’ buying needs and define differential value propositions
Understand the many different pricing strategies and how to choose the most appropriate and profitable ones for your organization
Who Should Attend
This course is designed for managers who have either direct or indirect responsibility to determine or contribute to their organization’s marketing strategies and plans, and their implementation and execution. This masterclass will benefit:
The country, sector, product, and brand managers
Marketing directors and managers
Business planning managers
Experienced sales managers
The country, sector, product, and brand managers
Marketing directors and managers
Business planning managers
Experienced sales managers
Course Outline
Day 1 — Introduction
Course introduction and aims
The Ten Steps research & Planning Methodology
Strategy and what it means
Pareto’s Law
Day 2 — Insight Definition
The difference between insight, observations, facts, and data
How insight can inform businesses
Customer experience framework
How it works, the ultimate way to measure performance
Day 3 — Case Study – Applying the market definition techniques to the case study, both for market segments and products, to form an initial business appraisal
Updating the Product Life Cycle (PLC)
The PLC and how it affects the marketing mix
How the PLC can be combined with the risk model (to be covered later in the course)
Five practical uses of the PLC to enhance your control and increase internal communications
Defining this largely operational planning tool and explanation of the process
Day 4 — The Attractiveness/Strengths Matrix
A simple yet powerful analytical tool to analyze and then priorities your markets segments, your products and services, your geographies, your major accounts, and your channels
Choosing the weighted criteria to define your own definitions of attractiveness and strengths
What to do with the matrix when it is completed
What do your major customers and prospects expect from you and your top competitors, and how do they rate you and your competitors against these expectations?
Day 5 — Pricing Strategies
The six major factors influencing your pricing decisions
Setting pricing objectives and then choosing the right pricing strategies
The common methods of price setting once your strategy is determined
A multi-stage approach to your pricing re your strategies and price setting
Accreditation
Al-Khobraa certified. On completion delegates receive an Al-Khobraa certificate of achievement.
What do Al-Khobraa sales and marketing courses cover?
The portfolio covers digital marketing, search engine optimisation (SEO) and social media, brand and product management, marketing strategy and research, B2B and key account selling, sales management, and commercial negotiation — with practical exercises on delegates’ own markets.
Who should attend a sales and marketing course?
These courses suit sales representatives and account managers, sales and commercial managers, marketing officers and brand managers, digital and social media specialists, business development staff, and technical professionals moving into customer-facing roles.
How long are sales and marketing courses, and where are they held?
Most Al-Khobraa sales and marketing courses run over 5 days. The exact duration, dates and city for this course are listed in the dates section on this page. Public sessions run across Saudi Arabia — Riyadh, Jeddah, Al-Khobar, Jubail and Yanbu — as well as regional and international venues, with live virtual classrooms available on request.
What certificate will I receive?
Delegates who complete the course receive an Al-Khobraa certificate of completion, issued by a Saudi-registered training provider. Al-Khobraa also delivers internationally accredited programmes; where a course carries an external awarding body such as PMI, CIPS, ILM or IOSH, that body is named on the course's own page.
Can sales and marketing training be delivered in-house for our team?
Yes. Any Al-Khobraa sales and marketing course can be delivered in-house at your own premises anywhere in Saudi Arabia or the GCC, with the content, dates and language of delivery tailored to your team. Al-Khobraa is an approved HRDF (Hadaf) provider, so eligible Saudi employers can seek training support. Contact us for a quotation.