Brand and Marketing Research Strategy

Offered By: Indian Institute of Management Bangalore via edX

Course Description

Overview

As businesses are operating in complex markets today, marketing professionals are seeking sustainable ways to create competitive advantage. The game of exploring crucial marketing questions using data and the art of creating strong connect with customers have become crucial in these challenging times.

With a core focus on marketing research and brand management, this tailored program is designed for working professionals to navigate their marketing plans. The three featured courses not only introduce the fundamental concepts of marketing but also offer the methodologies to design, implement, and interpret the quantitative market research projects. At it’s core, modules on brand management help learners strike a balance between strategy and emotion.

This professional certification from IIMBx will be a platform for learners from various sectors and fields. It will act as a catalyst to a great learning experience that will come in aid along in your marketing careers.

Syllabus

Courses under this program:
Course 1: Marketing Essentials

Identify, understand and learn the basics of marketing management theories with real-world business scenarios.

Course 2: Quantitative Marketing Research

Learn how to design a quantitative market research project, and implement specific methods, interpret data and come up with marketing decisions.

Course 3: Brand Management

Key brand management terminology and principles are demystified in this course.

Courses

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5 weeks, 3-4 hours a week, 3-4 hours a week
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Marketing research is crucial to marketing managers, as it helps answer crucial marketing questions using data. In this course, we introduce quantitative marketing research techniques in conjunction with key marketing concepts. The participant is introduced to the design, implementation and interpretation of quantitative market research projects.

The participant is introduced to the concept of value and willingness-to-pay, along with how to use auctions to estimate this. We then cover conjoint analysis, where the concept of value as a function of different attributes is discussed. We then move on to cluster analysis, where we discuss market segmentation based on different value propositions that different customers may seek.

Finally, we discuss ethical issues in marketing research, going beyond its technical aspects.

Taught by

Prithwiraj Mukherjee, Ashis Mishra and Preeti Krishnan Lyndem