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Segmentation and Marketing Information Systems

Corporate
Digital Skills

Business Management and Finance

Duration

80 hours

PRESENTATION

The marketing is a business activity that seeks to generate profit by meeting customer needs. With this training program in Segmentation and Marketing Information Systems You will be able to function effectively within the industry and distinguish between the techniques and tools related to the company's marketing information system and its management. Through this training, you will gain a solid understanding of the Fundamentals of Marketing, market segmentation, and how to use information systems to make business decisions based on the analysis of marking data.

Objectives

  • Distinguish between the techniques and tools related to the company's marketing information system and its management.

  • Analyze the types of business strategies depending on the type of market.

  • Understanding the role of marketing in the business activity.

  • Identify the different types of organizations from the marketing department.

Syllabus

TEACHING UNIT 1. MARKETING IN BUSINESS OPERATIONS

  1. The Role of Marketing in Business Operations
  2. Types of Marketing Department Structures

TEACHING UNIT 2. JURISDICTION AND ESTIMATING DEMAND

  1. The Concept of the Market and Competition
  2. Types of Business Strategies Based on Market Type
  3. Competitive Factors Based on Porter's Extended Rivalry Model
  4. The Concept of Demand and the Dimensions That Define It
  5. Determinants of demand and their influence as measured by the concept of elasticity
  6. Trademark Demand and Forecasting Trademark Demand Using Models

TEACHING UNIT 3. CONSUMER BEHAVIOR

  1. Consumer Behavior
  2. Global Behavioral Model
  3. The Influence of Certain Factors or Characteristics External to the Consumer on Consumer Behavior
  4. Internal structures that influence consumer behavior
  5. The Purchasing Process and Its Phases or Stages

TEACHING UNIT 4. MARKET SEGMENTATION

  1. Analysis of market segmentation and marketing strategy, and achievement of business objectives
  2. Process for Defining Segments in a Given Market
  3. Criteria Used to Define Segments in Consumer Markets
  4. Main Types of Market Segments
  5. Basic techniques that can be used to identify segments in a given market
  6. Assessing the Attractiveness of a Market Segment
  7. Alternatives that can be used to select target segments

TEACHING UNIT 5. SEGMENTATION AND POSITIONING

  1. Positioning within the framework of the market segmentation strategy
  2. Concepts of Positioning: Physical and Perceptual
  3. Steps to Follow to Implement an Effective SEO Strategy
  4. Perceptual Positioning Map
  5. Procedures for Creating a Positioning Map

TEACHING UNIT 6. THE MARKETING INFORMATION SYSTEM

  1. The Need for a Research System to Support the Design of Business Strategies
  2. Marketing Information System: Its Function and Components
  3. Compilation of primary data to support corporate decision-making
  4. Data Analysis Techniques

TEACHING UNIT 7. QUALITATIVE MARKET RESEARCH TECHNIQUES

  1. The Importance of Qualitative Research in Marketing
  2. The Relationship Between Qualitative and Quantitative Research
  3. Characteristics of Qualitative Methodology
  4. Existing Methods for Collecting Qualitative Data
  5. Preparation and implementation of the most commonly used qualitative techniques: in-depth interviews and focus groups

TEACHING UNIT 8. QUANTITATIVE AND MIXED METHODS IN MARKET RESEARCH

  1. Methodological Characteristics of the Survey and Questionnaire
  2. Advantages and disadvantages of each type of survey
  3. I designed a questionnaire to gather business information
  4. Characteristics of the panel methodology
  5. Qualitative and Quantitative Omnibus Studies
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Are the Educa PHAROS courses eligible for credit?

Many courses can be credited toward the master's programs at Structuralia.
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Facts about our area

+ 1.483

Hours

+88.999

Minutes

264

Courses

Educa PHAROS is a next-generation training model that places a company’s human capital at the forefront. Through a platform that adapts to each company’s corporate identity and offers a total of more than 900 courses, it provides tailored training for each organization. The unlimited flat-rate plan provides each company with the number of courses that best suits its needs, as well as the ability to determine which employees will have access.
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