Module 2 - Barcelona
Generating and analyzing market data and organizing the generation of consumer, customer, and competitor insights within an organization are pillars for marketing and sales management. This course offers methods, tools, and techniques for qualitative and quantitative marketing research.
International Marketing Management
Marketing Analytics in the Era of Big Data
The industrial Internet is increasingly allowing firms to measure consumer data (usage data, perceptions data, and preference data) as part of regular business, without a study. Large amounts of data are collected, stored, and organized. The fact that “Big Data” are increasingly available to support strategic decision-making is an absolutely amazing advance. But it is going to challenge you as a marketing strategist because now it is going to be up to you to:
- Judge what questions to ask from the market measurement data;
- Understand what the measurement data tells you about your markets;
- Know how to link cause and effect between your resources.
Workshop: Leading and Managing People
Regardless of any one particular industry, functional role, or technical expertise, personal time is increasingly focused on managing and communicating with the individuals and teams in your workplace. This workshop aims to achieve the following learning objectives: raise self-awareness; learn how to lead through having powerful conversation; understand how to create a high-performing team; provide tools for leading people and teams.