Segmentation and Marketing Information Systems

TEACHING UNIT 1. MARKETING IN BUSINESS OPERATIONS

1. The role of marketing within business activity
2. Types of organisational structure in the marketing department

TEACHING UNIT 2. JURISDICTION AND ASSESSING THE CLAIM

1. The concept of the market and competition
2. Types of business strategy depending on the type of market
3. Competitive factors through Porter’s expanded rivalry model
4. The concept of demand and the dimensions that define it
5. Determinants of demand and their influence as reflected in the concept of elasticity
6. Trademark demand and forecasting of trademark demand using models

TEACHING UNIT 3. CONSUMER BEHAVIOUR

1. Consumer behaviour
2. Global behavioural model
3. The influence of certain factors or characteristics external to the consumer on their behaviour
4. Internal structures that influence consumer behaviour
5. The purchasing process and the phases or stages of that process

TEACHING UNIT 4. MARKET SEGMENTATION

1. Analysis of market segmentation and marketing strategy, and the achievement of business objectives
2. Process for defining segments within 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 market segments within a given market
6. Assessing the attractiveness of a market segment
7. Alternatives that can be used when selecting 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 positioning strategy
4. Perceptual positioning map
5. Procedures for constructing a positioning map

TEACHING UNIT 6. THE MARKETING INFORMATION SYSTEM

1. The need for a research framework for the design of business strategies
2. Marketing information system: its function and constituent elements
3. Compilation of primary data to support business 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 gathering 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 MARKET RESEARCH TECHNIQUES

1. Methodological characteristics of the survey and the 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 surveys