CCEDemosite

Course Name

Market Research

Schedule

Oct 26, 2023: 5:00 PM-8:30 PM

Oct 30, 2023: 5:00 PM-8:30 PM

Nov 06, 2023: 5:00 PM-8:30 PM

Nov 08, 2023: 5:00 PM-8:30 PM

Slots

7 / 5

Pricing

₱10,000.00 - Regular Rate

Venue

Zoom

Description

How does a global pandemic change people’s lives, attitudes & habits and behavior? What does the New Normal really mean? All these questions need answers that will shape Brands and Marketing after the pandemic. Is there a tool that can give us an idea of the future? This is where Market Research comes in, it is at the very start of the Marketing Process. In this course - you will learn different Market Research tools for collecting, investigating and interpreting information about a particular market a company operates in or a product/service the company offers for selling in that market. It also means making an analysis of all information in order to look for potential ways for the company to successfully operate in the market, sell the product/service, attract the target audience and gain competitive advantages. Researching the market is an important activity providing you and your company with more business planning solutions that can help improve the company’s performance, improve sales and increase revenue. This course is graded and may be credited to the Marketing Diploma Program. Certificate of Completion will be issued once the student meets the attendance and academic requirements.

Who should attend

Marketing and sales professionals as well as entrepreneurs who want to have a better understanding of how to market products in a more accurate, insightful, creative, and systematic manner. Middle management professionals preparing for general management positions.

Successful completion of this module enables the participant to:

Learn how the Marketing Process and the role of Market Research in planning the success of a Brand;
Understand the importance of market research and the different types of research tools for spotting opportunities in the market, future-proofing brands, looking at how consumers have changed, investigating competitors, and much more;
Understand how research has changed in the digital age and how learners can use research without having a big budget;
Learn how to write a Research Brief that defines the urgent, actionable & strategically relevant marketing issue that needs resolving and present this to the class (with their team); and
Learn how to use ethical methods of research to ensure the respondent's right to privacy and respect for sensitivity are protected as they share personal data so that the respondents fully understand and agree to the attendant risks they are exposed to.

I. Introduction to Market Research and its critical role in the modern marketing process

II. Types of research and research tools used in various phases of the Marketing process (with Case Studies)

III. Market Research in the Digital Age

IV. Group Presentation of a Research Brief

Clemente Colayco Ateneo Graduate School of Business-Center for Continuing Education (AGSB-CCE) Marketing Diploma Program - Program Director, brings with him 30 years of experience as an international footwear marketer having worked since 1987 with major Italian (Cebo Italia) and Austrian (Grohmann Footwear & Bevaform) production design and marketing companies buying footwear and apparel from Vietnam, Thailand, Indonesia, and establishing the China headquarters, shoe product development office in 2003 - 2006. He managed shoe product development, production & quality control, merchandising/sales in all these business endeavors. Aside of shoe business experience, he learned entrepreneurship very early, working while in college, manufacturing auto exhaust systems and doing car repair. He was a franchisee of 2 locations of the Dayrit’s Ham and Burger Restaurants in 1989 to 1997. In the past decade, he has invested into innovative digital technology driven business in automotive air condition repair services, digital telehealth diagnostic equipment and telemed consultation platforms. He became the Business Development Director at Argosy Partners Inc., a private equity and advisory consulting firm recently focused on investments in digital transformation businesses. Mr. Colayco has a bachelor’s degree in Business Economics from the University of the Philippines. He graduated Regis MBA degree with Gold Medal honors from the Ateneo Graduate School of Business (AGSB) and thereafter taught Management Dynamics, Operations Management, and International Marketing at the AGSB master’s in business administration Program. He also obtained certification as an Executive Coach at the Center for Executive Coaching, a US based and ICF accredited institution.