BACKGROUND:

Understanding how your products/services are perceived by consumers is very important for managers. To be able to have this
understanding managers have to be in position to analyze different data on price, products attributes, promotions, consumers’ preferences
and other marketing elements. To be able to make decision on marketing segmentations, what attributes to use, brand positions, which
elements favoured by consumers, marketing managers are required to use different tools for data analysis. This short course will enable
managers how to collect data, performing data analysis to inform marketing decisions for success of their company that in turn will enable
company to outwit its competitors at the market.

KEY LEARNING OBJECTIVES:

Upon completion of this Executive programme, participants will:

• Gain understanding on the analytical technique to be used for introductions of new products/services
• Underrating the technique to be used in setting price for a new products
• Measuring of the attributes preferred by consumers on their products and how to improve those attributes or drop them
• Gain understanding on setting marketing segmentations and brand positioning
• Appreciate how quantitative marketing analytical tools can improve marketing decisions

WHO SHOULD ATTEND:

This program will benefit:

• Postgraduate students
• Mid-level managers at large and mid-size companies who are responsible for promotion, sales, marketing and value chain managers
• Branch managers of commercial banks, insurance companies, zonal managers of mobile phone companies, brand managers, promotion managers, production managers, and hotel managers
• Marketing officers from LGAs and business development managers with NGOs and agribusiness companies

COURSE CONTENTS:

Questionnaire development, data collection procedure and ethics, exploratory factors analysis technique, relative importance index, cluster analysis, correspondence analysis, regressions analysis, conjoint data analysis,Executive, consultancies, researchers, and entrepreneurs from organization who are tasked with data driven marketing decisions across different companies.