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Market
Research
in
the REAL WORLD
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Key
Learning Objectives for this "high Intensity" 2 Day Program are:
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Understanding
the role and contribution of market research in the development,
marketing and commercialization process of products.
Excellent market research is the foundation for the successful marketing
commercialization on new and marketed products.
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Understanding
the key components of new product assessments and which
market research techniques are appropriate for high value added research
Market definition, definition of competition (current and new)
Target product profile (TPP), comparative performance profile (CPP)
Product positioning and pricing
Competitive intensity, promotional analysis
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Quantitative
research techniques in the marketing context
Secondary data sources and analysis (from audits to the Internet)
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Qualitative
research in the marketing context
Internet, focus groups, advisory boards, in depth interviews etc.
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How to
design a research plan
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How to
create an agency briefing document
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How to
create and deliver powerful presentations
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The
role of market research in the commercialization process |
How
to develop a research plan |
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Market
research design process |
How
to create a research briefing document |
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Data
/ Information resources and collection tools |
How
to create and "pressure test" forecasting assumptions |
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Quantitative
research in the marketing context |
How
to present to management |
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Qualitative
research in the marketing context |
Case
study II |
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The
role and contribution of market research in New product assessments |
Presentation
of case study II |
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Case
study I |
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This seminar is designed
for: Marketing Research Analysts / Managers,
Product Managers, Marketing Managers, New Product Managers,
Financial Managers, Business Development Managers and Consultants.
In essence, everybody in
the Pharmaceutical Industry, who requires a
very good understanding of marketing research methodologies / techniques
and practices will benefit from this “hands on” seminar.
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