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Wednesday, 23 April 2008
Advanced Marketing Research Masterclass
Registration for Workshop C will commence at 13:30. It will then begin at 14: 00 with refreshments being served at an appropriate time. The afternoon will then conclude at 17:30.
Have you been making use of marketing research in the most optimal way?
How conversant are you with the different methods of doing research and how to use them effectively?
Are you in tune with the emerging trends?
How well acquainted are you with the various new marketing research methods?
The answers to these questions and so much more will be examined in this masterclass. Here is an opportunity for you to upgrade your skills and build expertise that is necessary to become a more prudent and confident user of marketing research. The learning you will acquire at this masterclass will enable you to ensure that you get the most out of your research budget. It will aim at demonstrating the integral role research plays in the entire marketing strategy process, and how it can be used in the most effective way to translate consumer insights into action.
Your expert course leader, Arun Joshi, will initiate the workshop with a comprehensive discussion on various research tools, and he will:
• Share guidelines with you on how to assess your business needs
• Show you how to effectively pick and choose the right research tool that fits your needs
• Discuss pitfalls and help clarify some commonly held misconceptions through the use of examples
• Review emerging trends and demonstrate new research methods, providing advice on how they can be used to address your needs
This masterclass will focus on fostering a practical understanding of concepts, and be devoid of any technical complexities. Additionally, there will be interaction, hands-on exercises and case studies for you to work on in groups. The examples and exercises that will be discussed reflect a mix of various industry, product and service sectors. During the masterclass, Arun will address your questions or comments about any specific situations, pertinent to your business or industry. Arun will also be available over the refreshment and networking break for any one-to-one questioning as required. The masterclass will be concluded with a recap of learning in the form of a quiz game played by delegates in split teams.
Workshop Leader
 Arun Joshi works at The Nielsen Company and is the leader of a regional function covering Eastern Europe, Middle East & Africa. He is based in the United Arab Emirates office of Nielsen. He has a total of seventeen years of experience in marketing research, of which, over nine years has been in this region. His experience includes consumer research, business-to-business research and retail trade research spanning a wide repertoire of industry, product and service sectors. His role at Nielsen covers a broad spectrum of responsibilities related to the enhancement of quality and efficiency of Nielsen’s people, processes, and products delivered to their clients. It includes leading the knowledge management process across multiple research disciplines, creating and developing research tools that help enhance the value of integrated research solutions, and training and development of people. He has conducted several training workshops on basic and advanced topics related to marketing research, for audiences comprising business leaders, marketing professionals, sales professionals, advertising professionals and research professionals. He has also been a visiting faculty and guest lecturer for the advanced marketing research discipline at several leading business schools. Arun graduated in chemical engineering from the Indian Institute of Technology (IIT) in Delhi. He did his post-graduation in management, specialising in marketing and systems from the Xavier Institute of Management Bhubaneswar in India and has undergone training in Advanced Data Analysis at the Indian Institute of Management (IIM) Ahmedabad.
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