August 11, 2021 - August 18, 2021
Schedule via Zoom:
August 11, 12, 16, & 18, 2021
Monday, Wednesdays, & Thursday
5:00 pm - 8:30 pm
Early Eagle Rate:
July 28, 2021
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.
Who should attend
Young Professionals (Middle Managers) in marketing or sales and entrepreneurs who want to get a better understanding of how Market Research can help them get to know the market situation and opportunities, design the products (and test prior to launch) and get information that can help get sharper consumer insights that can result in better marketing of their brands.
After the course, Learning Outcomes are:
- 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 and present this to the class (with their team).
- 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.
MODULE 1: Introduction to Market Research and its critical role in the Modern Marketing Process.
MODULE 2: Types of research and research tools used in various phases of the Marketing process (w/ Case Studies)
MODULE 3: Market Research in the Digital Age - and how you can do small scale research (w/ limited budget)
MODULE 4: Group Presentation of Research Brief for Brands assigned to their Group (5 Groups with feedback from RP and their peers)
Ms. Eleanor S. Modesto was a Digital Strategy Advisor of Nurun, the global digital network of Publicis Worldwide. She also conducts workshops on creativity, presentation skills, new business and marketing communications around the Asia Pacific Region. She is a regular resource person in market research, marketing communications, brand building, and consumer insight for conferences, summits, workshops, seminars and media interviews. Ms. Modesto was also a speaker and facilitator at the Asia Pacific Media Forum held every two years in Bali, Indonesia.
She was CEO of Lintas Jakarta for over 2 decades when the agency was the number one advertising agency in Indonesia. Before she was promoted to CEO, she was Executive Creative Director of Lintas Jakarta (now Mullen Jakarta). She was Creative Director of Lintas Manila (now Mullen Group Manila) and Associate Creative Director of Ace-Compton (now Saatchi & Saatchi). In her more than 4 decades in Advertising, she partnered with various research companies and knows the crucial role of this marketing tool in knowing the market situation, the competition and the consumer. She has been conducting this workshop for Ateneo CCE for five (5) years as part of MDP or as a Public course.
Ms. Modesto graduated cum laude from the University of the Philippines, with a degree in Visual Communication. She was the first Agora Awardee for Regional Marketing Communications by the Philippine Marketing Association and was given a Lifetime Achievement Award in 2019 by the Creative Guild of the Philippines.