Sales & Marketing · 5 Days · Public · Al-Khobraa certified · From USD 3,900
Overview
This course covers the basics of market research and introduces a number of advanced techniques to gain real and in-depth insight to help make better business decisions. Explaining how to write a good brief and choose the best agency, it doesn’t stop there; it helps you see how observations from research get crafted into insights and how this can then be measured simply via NPS along a customer experience map.
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
Who Should Attend
This course is designed for market research professionals such as associates, managers, and senior managers, and other professionals seeking to strengthen their capability in this area.
Market Research Professionals such as Associates
Managers
Senior Managers
Sales Professionals
Business Leaders such as Entrepreneurs
Business Analysts
Business Development Managers
Business Modelling Managers and Statisticians
Agency Account Managers and Account Planners
Course Outline
Day 1 — Plenary discussion on definitions
Explanation on the need for research to answer business questions
Review of all the possible ways it can help
Introduction to the most common Qualitative method – focus groups
The vital considerations – Brief, moderator, and questionnaire flow, recruitment, etc.
Day 2 — How to use Google to calculate statistical significance
Choice modelling principles
Concept testing principles and best practice
Introduction to a best practice brief and the principles
The principles of design thinking and dynamic insight
Day 3 — Introduction to insightful behaviours needed to succeed
(Questioning, Listening, Exploring, and Connecting)
The difference between insight, observations, facts and data
How insight can inform businesses
Customer experience framework
Day 4 — How it works, the ultimate way to measure performance
How Market Research is fundamental
Net promoter score calculations
Customer experience mapping
Briefing on grouping and theming
Day 5 — Thinking backwards – using skeleton decks
‘How to’ question crafter
Briefing on mining and using the 5 Whys
5 Whys framework
Crafting an insight
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.