Marketing Communications

This module aims to provide participants with the fundamental skills in research design and analysis, necessary for making sound marketing decisions. Given the diverse economic, educational and cultural characteristics in the Asia-Pacific region, marketing researchers would have to be sensitive to cross-cultural differences that may impact their approach and results. As consumers become more sophisticated in tandem with the economic progress in their respective countries, research techniques will need to change accordingly. This module provides a range of practical research methods. The applications and drawbacks of each technique will be discussed in the context of the Asia-Pacific market.
At the end of this course, participants should be able to:

1. 1.Understand the proper use of various research techniques (when and how to use them) either for improving in-house research or for evaluating research projects farmed out to external research consulting firms;
2. 2.Know the techniques used for different research objectives (e.g. customer profiling versus product testing versus price testing);
3. 3.Design efficient and effective research programmes that provide solutions to stated objectives;
4. 4.Apply the research results to see the managerial implications; and
5. 5.Appreciate the intricacies of conducting marketing research in the Asia-Pacific region.

Applications

• Elementary Data Analysis Techniques
• Marketing Research in the Asia-Pacific Region
• Qlitative Research Techniques
• Quantitative Research Techniques
• The Research Process
• Research Report Preparation and Presentation
• Sampling