Intensive Seminar Marketing Intelligence

- Your Executive Education at HSG

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 completion of the course, you will receive a certificate from the University of St.Gallen and can expand the intensive seminar to include the HSG intensive course CAS Marketing Management.

Benefit from the latest findings and developments in marketing and professionalize your marketing management. The Institute of Marketing and Customer Insight offers you a selection of intensive seminars in the field of marketing as further education opportunities. These intensive seminars can be credited to the “HSG Intensive Studies Certificate of Advanced Studies (CAS) in Marketing Management (18 days)”, the “HSG Intensive Studies Diploma of Advanced Studies (DAS) in Marketing Executive (38 days)” and the “HSG Intensive Studies Diploma of Advanced Studies (DAS) in Sales Executive (36 days)”.

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.