Market Research and Intelligence

Course Outlines:

Module One: 

Marketing to the “Voice of the Customer”  

• What Customers Expect from Your Organisation?
• Benefits of Encouraging Customer Feedback
• Listening and Questioning Skills Development
• How to Give and Receive Constructive Customer Feedback
• Interpreting Your Customer’s Nonverbal Communication Gestures
• Marketing to the Four Customer “Buying Styles”

Module Two:

Key Elements of Market Research and Intelligence   

• Difference between Market Research and Intelligence
• Product Lifecycle
• 4 Ps of the Marketing Mix
• SWOT Analysis
• Market Segmentation Strategies
• Social Media Marketing Principles

Market Research Best Practices  

• Benefits of Market Research
• Types of Market Research
• Market Research Best Practices
• Advantages and Disadvantages of Customer Focus Groups
• Group Think

Module Three:

Market Intelligence Best Practices 

• Benefits of Market Intelligence
• Types of Market Intelligence
• Benchmarking the Competition  
• Converting Data into Market Intelligence
• Data Analysis to Identify Trends
• How to Use Market Intelligence to Innovate More Effectively

Module Four:

Customer-Focused Engagement Marketing Strategy

• Best and Worst Customer Service Providers
• Identifying Internal and External Customer Expectations
• Customer Lifetime Value
• Going the Extra Mile
• Designing a customer-focused Marketing Approach
• Customer Service Recovery Techniques

Module Five:

Putting Market Research Results into Action   

• Action Plan to Improve Marketing Effectiveness
• Setting Marketing Goals for Continuous Improvement
• Stakeholder Change Management Strategies
• How to Turn Marketing Research into Action
• Course Review and Assessment