Strategy and Marketing Intelligence

The evolution of the discipline of marketing is now oriented towards a "market-oriented" approach. This way of considering the marketing function, in any organization, while putting the consumer at the center of all decisions, allows optimal strategic planning, taking into account the complex interactions between an organization, its target markets, its competitors and other market players. However, this planning would not prove to be so optimal without the help of marketing research backed by data. Best practices in today's market research first require the analysis of secondary data and, then, when needed, the addition of primary data. The focus of this class is to give a bag of tools to the manager to reduce the risk of its marketing decision with an objective and systematic, data driven, examination of strategic market issues.