Description

1.Knowledge & understanding 2.Intellectual skills 3.Professional & practical skills4.General & transferable skillsThroughout this course students should acquire the competencies listed under each heading as follows: 1.1 Identify key research tools indigital media1.2 Understand key stepsof conductingresearchesin the digital era1.3 demonstrate functional skills and knowledge in the study of marketing as a core subject1.4 Understand the use of marketing research as a strategic input1.5.Demonstrate the ability to evaluate marketing alternatives1.6Recognizequantitative & qualitative methods in researches 1.1 Interpret the language of marketing research.2.2 Analyze a company's marketing strategy and recognize appropriate and inappropriate marketing alternatives.2.3Identify elements of professional image, attitude and business ethics.2.4 Analyze the roles, the functions and the processes that surround marketing research, 2.5Using Newmethods of measuring campaigns efficacy2.6 Apply project best practices to successfully manage a project;2.7Analyzing some case studies By the end of this course students should be able to:3.1Effectively conductmarket research to studyandto promote certain products3.2Plan forusing differentmarketing research toolsin different marketing situations.3.3 Plan to manage the use of channels of advertising to serve the target market.3.4Making surveys & statistical analysis3.5.Conducting in-depth interviews & focus groups3.6.Making experimental studies 4.1 Create a concept with different implementations.4.2Managethe elements of marketing researches steps.4.3 Applying Softwareskills –to make statistical analysis4.4 Interpretingthe findings.4.5Writing final reports for management

Program

Media**

Objectives

• This course focuses on research techniques for integrated marketing communications for measuring audience attitudes, interests, opinions. Focus on selecting appropriate research methods, gathering primary and secondary data,analyzing,interpreting, reporting and applying data in social,commercial and political environment. Includes researching information on computerized databases and the internet. Emphasis is placed on understanding the role of advertising and other promotional tools in the IMC program of an organization to achieve effecting marketing campaignsbased on clear objectives,research market segmentation and target marketing writhenestablished time and time parameter. The development of IMC program requires an understanding of the significance of research, the overall marketing process, communications theory and processes, marketing communications tools, consumer behavior, and marketing communication organization structures and operations. This course will examine the process by which integrated marketing communication programs are planned, developed, excited, and measured.