Marketing Technology Development Training
International Marketing Expert Certification
The Course Structure Marketing Concepts + Analysis Methods + Real Life Marketing Application By an Internationally recognized Trainer and International CMO’s and CEO’s
Customer, Brand, Product Course Outline and Schedule
1Day st
08:30 AM - 08:45 AM Introduction of Participants 08:45 AM - 10:15 AM Session 1 RESEARCH FOR MARKETING DECISIONS: Identifying management's strategic and tactical decision needs and linking research response to those needs Use and abuse of marketing research in the corporate environment Framework for assessing the role of marketing research in the planning process 10:15 AM - 10:30 10:30 AM - 12:00 PM
Break Session 2
UNDERSTANDING YOUR MARKETS: Market structure analysis Market segmentation Positioning tools 12:00 PM - 01:15 PM Lunch Break 01:15 PM - 03:00 PM Session 3 UNDERSTANDING YOUR CUSTOMER: Customer segmentation Customer experience Loyalty and satisfaction Big data 03:00 PM - 03:15 PM 003:15 PM - 05:00 PM
Break Session 4
UNDERSTANDING YOUR BRAND (PART 1): Brand equity A&U studies Advertising/image research Social media
2 Day nd
08:30 AM - 10:15 AM
Session 5
UNDERSTANDING YOUR BRAND (PART 2): Brand equity A&U studies Advertising/image research Social media 10:15 AM - 10:30 AM Break 10:30 AM - 12:00 PM Session 6 UNDERSTANDING YOUR PRODUCTS/SERVICES (PART 1): Product testing Concept testing and optimization Forecasting Pricing
12:00 PM - 01:15 PM Lunch Break 01:15 PM - 02:45 PM Session 7 UNDERSTANDING YOUR PRODUCTS/SERVICES (PART 2): Product testing Concept testing and optimization Forecasting Pricing 02:45 PM - 03:00 PM Break 03:00 PM - 04:30 PM Session 8 UNDERSTANDING YOUR DISTRIBUTION CHANNELS: Shopper research In the moment research (mobile)
04:30 PM - 04:45 PM
Concluding Remarks
Marketing – Laying the Foundation for New Product: Create a product/service Course Outline and Schedule
1Day st
08:30 AM - 08:45 AM Introduction of Participants 08:45 AM - 10:30 AM Session 1 NEW PRODUCT DEVELOPMENT PROCESS & MARKET DEFINITION:• The steps and stages in the new product development process • Research needs during the various stages in the product life cycle and the applicable methodologies •Market definition process, market structure and segmentation 10:30 AM - 10:45 AM Break 10:45 AM - 12:30 PM Session 2 IDEA GENERATION: • Sources of new product ideas • Consumer and expert-based approaches to idea generation: ethnography, co-creation qualitative, outcome-driven opportunity identification, etc. • Role of the customer and the marketer in ideation • Workshop on creating an ideation research plan 12:30 PM - 01:45 PM Lunch Break 01:45 PM - 03:00 PM Session 3 CONCEPT EVALUATION: • Concept screening system attributes, and sequential-monadic designs • Elements of successful concept testing • Key considerations in presentation and evaluation of new product concepts • What to include in a concept statement, workshop on concept statement writing, how to design a concept test study and the questionnaire, how to interpret the results • The purchase intent question and the relationship between purchase intent and purchase behavior • Considerations for online testing: some problems with traditional concept testing • Naming research 03:00 PM - 03:15 PM Break 03:15 PM - 05:00 PM Session 4 CONCEPT/PRODUCT OPTIMIZATION: • Conjoint analysis: what it is, when to use it, how to use it • Case studies using conjoint analysis • Alternatives to conjoint analysis • Variety optimization using TURF • Price optimization
New Product Research: Laying the Foundation for New Product Success
2 Day nd
08:30 AM - 10:30 AM
Session 5
CONCEPT/PRODUCT POSITIONING: • Strategies for positioning new concepts and existing products • Use of perceptual mapping and related techniques in positioning research • Comprehensive case study illustrating positioning a new product based on factor analysis 10:30 AM - 10:45 AM Break 10:45 AM - 12:15 PM Session 6 PRODUCT TESTING: • Key decisions in product testing • Interpreting product test data • Packaging research • Product test designs for evaluating one, two or multiple products
12:15 PM - 01:30 PM Lunch Break 01:30 PM - 03:00 PM Session 7 FORECASTING: • Steps in planning a test market, data sources and key measurements • Simulated test market models (STM's), how they work and when to use them • Key components in a volume forecast; forecasting principles • Common sources of error • Workshop on designing a forecasting research plan 03:00 PM - 03:15 PM Break 03:15 PM - 04:30 PM Session 8 LAUNCH MANAGEMENT • Pre-launch checklist • Role of marketing research after product launch • Sales and consumer tracking • Growth strategies • Research for mature and declining products 04:30 PM - 04:45 PM
Concluding Remarks
TARGET AUDIENCE Management, Marketing and sales professionals: CEO’s and CMO’s Marketing head of departments Marketing Managers Brand experts Marketing teams Sales professionals
Market research professionals:t
Research analysts Research managers Research Directors Owners and management of market research companies
Small and medium enterprise owners: Small business owners Medium business owners
Business and management students
SPEAKERS
Dr. Zahorik is responsible for conducting seminars on various aspects of research meth-
odology as well as speciďŹ c applications of quantitative methods in marketing research, such as customer satisfaction measurement, advertising testing, and market segmentation. In addition to his role as a seminar leader, he works as a marketing consultant to a variety of industries including telecommunications, banking, hospitality, book publishing, advertising, construction equipment, food processing, airlines, oil drilling, pharmaceuticals, and for the U.S. Government.
The International Key Trainer Before joining the Burke Institute, he served for twelve years as a member of the marketing faculty of Vanderbilt University's Owen Graduate School of Management, where he presented executive seminars on marketing management, marketing planning, measuring advertising effectiveness, and measuring customer satisfaction. In addition to teaching at Vanderbilt, Dr. Zahorik served as the assistant dean of the Owen School and has been a mathematics professor at Ithaca College and a member of the faculty of Cornell University's graduate school of management. Throughout his career he has been acclaimed for his ability to teach technical subjects to both technically and non-technically oriented students. As a member of the marketing faculty at Vanderbilt, he won every teaching award offered by the Owen School. Dr. Zahorik has done extensive consulting, research, and publication in the area of customer service, customer satisfaction and the impact of service quality programs on corporate profits. He is the coauthor of two books on these topics, Return on Quality: Measuring the Financial Impact of Your Company's Quest for Quality and Service Marketing. His co-authored article on return on quality published in the Journal of Marketing won the Alpha Kappa Psi Foundation Award for "the most significant contribution to the advancement of the practice of marketing", and in 2007 was recognized by INFORMS Society for Marketing Science as one of the top 20 most influential articles of the past 25 years. The selection was made by marketing practitioners, who chose the 20 most influential articles from the 100 most-cited articles of the last 25 years. His academic qualifications include the M.B.A. and Ph.D. degrees in Business Administration with specialization in Marketing, Quantitative Methods and Operations from Cornell University as well as an M.A. in mathematics from the University of Illinois at Urbana. He is on the Editorial Board of the Journal of Service Research and the Editorial Review Board of the Journal of Marketing and reviews articles for other academic publications. He has also published articles in numerous publications, including Management Science, the Journal of Consumer Research, the Journal of Healthcare Marketing, and the Journal of Retailing and has presented papers at many professional meetings and conferences in the U.S. and in England. Dr. Zahorik is also a member of the Corporate Advisory Board of the Department of Marketing of the R.H. Smith School of Business at the University of Maryland.
About us
imc Research is a syndicated intelligence corporate with leading market positions in custom research and research technologies and recognized innovative research products design, online intelligence, business intelligence and media research. Our clients rely on imc Research insights and analysis for their business growth and future regionally & globally. imc Research provides a spectrum of world class consulting services in market research. We oer our clients authentic information gathered from using research methodologies hiring the most internationally recognized research consultants to tackles the words most sophisticated business issues. Imc Research was founded with the vision of producing innovative and cutting edge market research models that enable researchers of helping people enjoy life more by rising and deploying understanding. To realize this vision, we are developing evolutionary building blocks - starting with aordable data collection tools and their associated subsystems. To retain and build the team necessary for these developments, imc Research is fostering a corporate culture that attracts and retains creative, practical, and energetic associates who are driven to "make life happen".
International Clients
Some of our client portfolio internationally
Burke Institute
About Burke Experience our unequalled commitment to excellence by attending one of 20+ highly acclaimed marketing research seminar oerings or combine a group of courses into a unique customized program for your organization. Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 dierent countries.
Location
Amman
Dead Sea
JORDAN Petra
Aqaba
Dead Sea, Jordan Deep in the Jordan Valley and 55 km southeast of Amman, is the Dead Sea, one of the most spectacular natural and spiritual landscapes in the whole world. It is the lowest body of water on earth, the lowest point on earth, and the world's richest source of natural salts, hiding wonderful treasures that accumulated throughout thousands of years. To reach this unique spot, the visitor enjoys a short 30 minutes drive from Amman, surrounded by a landscape and arid hills, which could be from another planet. En route a stone marker indicates "Sea Level", but the Dead Sea itself is not reached before descending another 400 meters below this sign. The sunset touching distant hills with ribbons of ďŹ re across the waters of the Dead Sea brings a sense of unreality to culminate a day's visit to this region. It is normally as calm as a millpond, with barely a ripple disturbing its surface, but it can become turbulent. During most days, however, the water shimmers under a beating sun. Where rocks meet its lapping edges, they become snow-like, covered with a thick, gleaming white deposit that gives the area a strange and surreal sense. As its name evokes, the Dead Sea is devoid of life due to an extremely high content of salts and minerals which gives its waters the renowned curative powers, therapeutic qualities, and its buoyancy, recognized since the days of Herod the Great, more than 2000 years ago.
And because the salt content is four times that of most world's oceans, you can float in the Dead Sea without even trying, which makes swimming here a truly unique experience not to be missed: here is the only place in the world where you can recline on the water to read a newspaper. Scientifically speaking, its water contains more than 35 different types of minerals that are essential for the health and care of the body skin including Magnesium, Calcium, Potassium, Bromine, Sulfur, and Iodine. They are well known for relieving pains and sufferings caused by arthritis, rheumatism, psoriasis, eczema, headache and foot-ache, while nourishing and softening the skin. They also provide the raw materials for the renowned Jordanian Dead Sea bath salts and cosmetic products marketed worldwide. Taken from: http://www.atlastours.net/jordan/deadsea.html
The Giveaways...
How to reach us...
FREEBEES
CONTACT US
Five star top class venue. A free shuttle from and to the training event from Amman every day. Free Continues coffee breakfast brake from morning till lunch time. Free all you can eat five star open buffet on the lunch time. Free flight tickets from and to Amman paid for all the regional attendees. Free five star hotel stay to all regional attendees.
The team Managing Director: ar.elsharawy@imc-re.com Sales Managers Team: sm@imc-re.com Event Manager: em@imc-re.com Course Expert: ce@imc-re.com Complaints: wecare@imc-re.com Telephone: +962 (06) 556 - 0999 Faximile: +962 (06) 556 - 0990 Mobile: +962 (079) 048 - 9484
PRICING Regular Registrations and Discounts Qualified
Promotion Month JOD 580 in Jordan / Nov, Dec 2013
Early Bird
Late Registration
JOD615 in Jordan / Jan, Feb 2014
JOD930 in Jordan / Mar, Apr 2014
Companies pricing /Seat Timing of Registration
Seats Count
Cost / Seat in Jordan
Nov, Dec 2013
+5
JOD520
+10
JOD480
+20
JOD410
+5
JOD625
+10
JOD570
+20
JOD520
+5
JOD710
+10
JOD650
+20
JOD600
Jan, Feb 2014
Mar, Apr 2014
Terms : Contact our sales team to know more.
Free Seats Qualified A tribute to the flag: Jordanian Army Forces Working from the heart : Limited income And counting our blessings: Orphans
REGISTRATION Documents our researchers should present to you during the demo. Registration form Discount Voucher “If applicable” Book a hotel form Book a car Book a transportation shuttle from and to the event The contract
SPONSORS Local Sponsors Regional Sponsors