Intensive Seminar Marketing Intelligence

Companies operate in a constantly changing environment. Marketing can only be successful if companies understand their context. To exploit opportunities and identify potential threats at an early stage, companies must continuously monitor their environment. Detailed information about trends, competitors, customer groups and their behavior also helps companies select their target markets, develop more successful services and align their marketing planning more closely with the relevant target groups.

The intensive seminar Marketing Intelligence focuses on relevant market information for executives and thus on management-oriented market research. Over the course of three days, participants learn how to define a management question to be answered utilizing market research. Furthermore, the different methods of data collection and scenario techniques will be discussed and applied to their organization.

Upon successful participation, you will receive a certificate from the University of St.Gallen which can be credited towards the CAS Marketing Management.

Benefit from the latest insights and developments in marketing, and professionalize your marketing management. The Institute for Marketing and Customer Insight offers a portfolio of intensive seminars as continuing education opportunities in marketing. The intensive seminars are creditable towards the 18-day course, which concludes with a Certificate of Advanced Studies, the HSG Intensive Studies CAS Marketing Management.

Course Goals

How do you succeed in achieving sustainable competitive advantages in dynamic markets? You will learn methods for systematically collecting and evaluating trends, competitor information, and the behavior of your target groups to align your marketing planning more closely with the target markets. Participation in the seminar will enable you to:

• Systematically evaluate internal and external data sources
• Gather customer and market information relevant for marketing planning
• Identify relevant trends for your company’s development
• Develop and manage empirical market research projects
• Establish and test causal relationships.

Contents include: Qualitative and quantitative market research methods, environmental and industry analysis, competitor and customer analysis, international consumer behavior, trend identification, customer satisfaction surveys.