A new "Marketing Research" course is now online.

28 october 2024

The "Marketing Research" course provides an immersive experience in the methodologies and tools of market research, essential for gaining a comprehensive understanding of modern market dynamics. Through a structured and practical approach, this course allows mastery of the necessary skills to analyze consumer behaviors, monitor competition, and develop adapted marketing strategies. Taught by Professor Beugre Arnaud Gbalé, this program encourages exploration of both qualitative and quantitative research methods to transform data into competitive advantage.

Marketing Research as a Strategic Foundation

The "Marketing Research" course provides an overview of research practices that are accessible and applicable across various business contexts. In the face of increased competition, the ability to understand and anticipate consumer trends has become crucial for companies. This program offers both theoretical and practical training, covering six essential topics—from defining foundational concepts to developing a structured research plan.

The course begins with an introduction to marketing and market research, defining the fundamental concepts. More than a simple market study, market research helps build a strategy focused on customer expectations. The analytical tools taught in the course support the development of a comprehensive view of the market and enable integration of this information into decision-making.

A Comprehensive Approach to Market Research

Market research is not merely data collection; it enables a more refined and relevant relationship with consumers. This course is divided into three complementary modules, each addressing an aspect of market research and its practical application. These topics have been selected to ensure a deep understanding of the many facets of this discipline, including qualitative and quantitative analysis techniques, as well as the importance of strategic planning.

Qualitative and Quantitative Methods

The course delves into two main research techniques: qualitative and quantitative. Qualitative research enables exploration of consumer perceptions and emotions, providing essential insights into their expectations and attitudes. Quantitative research, on the other hand, uses measurable data to segment customers, analyze trends, and assess the effectiveness of marketing campaigns. By combining these two approaches, one can design marketing strategies based on a nuanced understanding of consumer behaviors.

Qualitative analysis techniques, such as interviews and focus groups, are useful for exploring complex themes and gaining a better understanding of consumer attitudes toward a brand or product. Quantitative research, through surveys and statistical analysis, provides tangible, comparable data to validate hypotheses and support strategic decisions.

Data in Marketing

This course also explores two key types of data in market research: qualitative data and quantitative data. Qualitative data helps understand non-numerical aspects of consumer behavior, such as preferences and motivations, while quantitative data provides a numerical foundation to assess the size and dynamics of the market.

The course imparts essential data management skills, from collection to analysis and presentation of results. Through practical examples, learners can gain insights into interpreting this information and applying it to make informed marketing decisions.

Developing a Marketing Research Plan

The final module focuses on synthesizing acquired knowledge. Developing the ability to write a structured marketing research plan that incorporates the techniques and methods studied is the culmination of this course, offering the skills needed to create an informed and impactful marketing strategy.

This module covers setting clear research objectives, selecting the most appropriate analytical methods, and interpreting results to form strategic recommendations. The ability to produce a rigorous research plan is an essential skill for any marketing professional seeking concrete solutions to today’s market challenges.

Learning Objectives

The "Marketing Research" course equips learners with practical skills for success in the competitive marketing landscape. Upon completion, the acquired skills include:

• Defining and understanding the concepts of marketing and market research.
• Using qualitative and quantitative research techniques to meet marketing objectives.
• Identifying data types and appropriate data collection techniques.
• Writing and implementing a structured marketing research plan.

Who is the Instructor?

Beugre Arnaud Gbalé, the instructor of the "Marketing Research" course, is a junior lecturer at Coaching Academy and an experienced professional in the marketing field. With a dual Master’s in Marketing and Sales from EAE Business School in Spain and in International Marketing Strategy from Universidad Rey Juan Carlos, he possesses a solid theoretical foundation enriched by diverse professional experience.

Fluent in French, English, and Spanish, Beugre leverages his language skills in international environments. His experience includes digital marketing internships in Spain and roles as a sales executive and marketing assistant in Côte d'Ivoire. These roles allowed him to master research techniques and sales methods while developing a client-oriented, rigorous, and dynamic approach.

With his rich academic and professional background, Beugre Arnaud Gbalé offers a concrete perspective on current marketing practices and industry challenges. His ability to blend theory with practice makes him a dedicated instructor and a competent mentor, guiding learners through their development and preparing them for real-world professional challenges.

The "Marketing Research" course presents a unique opportunity to gain knowledge of market research methods and acquire the skills needed for success in a rapidly evolving field. With Beugre Arnaud Gbalé’s guidance, learners can develop essential practical and theoretical knowledge for analyzing, interpreting, and acting effectively in the marketplace.