Sessions
Discover the next sessions of our open program in market research below. Click on the session you are interested in to obtain its full calendar.
About
Download the flyerFaced with rapid economic change, complex consumer behavior and increasing competition, companies have to adapt ever more quickly. Intuition is not enough. Information, though abundant, is rapidly becoming obsolete. Managers need to be proactive, while basing their decisions on objective, measurable data. A good understanding and segmentation of the target market will enable the company and its products to be clearly positioned in relation to the competition.
The aim of this short program is to train marketing managers to understand the issues and mechanisms involved in market research, and to use the results in a relevant way to facilitate their decision-making. Come and discuss these challenges as part of the 3-day continuing education program in market research offered by HEC Lausanne's continuing education center. Numerous applicable tools and concepts will be presented and discussed.
Learning objectives
- Understand the importance and place of different types of market research in the marketing process.
- Know how to formulate a research problem, define an appropriate methodology, interpret the results and format them.
- Formulate strategic marketing recommendations based on these results.
Target audience
- Anyone wishing to understand how market research can be used to optimize a marketing strategy.
- Anyone likely to interact with market research professionals (e.g. research institutes, consultants, etc.).
- Marketing and Communication directors and managers wishing to update their knowledge and share their challenges.
Program
This short program market research was built for professionals seeking to learn about fundamental concepts and then practice them trough practical exercises. There is a strong emphasis on practical application supported by academic excellence, with the use of exercises and break-out groups, industry examples and guest speakers. The fundamental notions will be presented beforehand, then supplemented and illustrated by numerous practical exercises based on real cases .
This approach will allow the participants to deploy the concepts presented during the course as well as forging a strong analytical mindset to tackle future challenges they might face on .
Modalities
admission criteria
MotivationWe offer quality programs accessible to all professionals who have decided to develop new skills.
ParticipationThis short program requires your presence and participation
study rulesPayment terms
Price: 2 250 CHFAll expenses related to continuing education are, except in exceptional cases, tax deductible .
Discount (10%): -225 CHFA discount is offered to Alumni HEC.
Payment terms
