Marketing Research & Intelligence FT
Course contents
  • - Recap: theories, concepts, frameworks, and thoughts on international marketing
    - Managing customer insights and marketing information systems
    - CRM and internal databases
    - Competitive marketing intelligence
    o Gathering and analyzing data about competitors and target customers
    o Monitoring and gaining customer insights from social network sites
    - Marketing research
    o Population and sampling
    o Experimental research
    o Observational, ethnographic and netnographic research
    o Survey research (survey design, questionnaires, descriptive analysis)
    - Mechanical research (people meters, checkout scanners, data tracking)
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