Formation/Cours

At the end of the course, the student should be able to:
Assurance of Learning goal. Are competent in their field, rigourous and committed to quality.
Main objectives: Master the panel techniques, to acquire an expertise in marketing analysis and decision practices. Provide a professional quality oral presentations using adapted tools.

Objectives. Panels: measuring marketing performance and analytics
1. Know what is a retail / consumer panels and how marketing people use it in various sectors.
2. Manage the marketing key indicators. Four elements and all the derived calculations.
3. Perform an in-depth market analysis and recommend marketing actions / decisions.
4. Master marketing calculations: distribution or price elasticity, ROI, etc..
5. Complete AIRP market study: Analysis, Interpretation, Recommendation, Presentation methods as expected from marketing professionals.

– Part 1. Retailers and Consumer panels (Day 1) and syndicated marketing research. What is a panel and what for ? (methods, structure, objectives, practices, key companies).
– Part 2. Mastering Panel metrics and basics elements, key calculations, and the major derived indicators..
– Part 3. Perform a Market analysis. (Days 2 to 6)
How to manage and read data? The do’s / Don’t. Some Tips.
Perform a market analysis using various case studies. From data lecture to marketing interpretation.
Assess a market, brand performance vs competition, new SKU’s, evaluate a product launching, market demand, distribution, speed to market, channel performance, effectiveness of an assortment, etc.
– Part 4. The marketer toolbox (Day 5 est.). Marketing business pratices: ie Push and Pull, statisticals reg. Pricing, Price elasticity, Distribution, ROI.
– Part 5. Market presentation A.I.R.P (Day 3 and 6). To complete and present market study “AIR-P” = Analysis, Interpretation, Recommendation and Presentation.