Social research applied to marketing
Description
“A brand is not static, rigid and permanently confined to the wishes of our plans, but a living thing, constantly changing and conditioned entirely by the people and environments with which it interacts at all times.
A brand is not in the offices of their managers, but is out there, in the hands and minds of its consumers and environments that influence it, so our plans can always become a simple wish list or directly a nightmare if we do not take them sufficiently into an account”
Jon Jimenez. Director of Spoonch
January 2012
Organizations invest in social research because they need to understand the view of a consumer who is becoming…
- More conscious of their power
- More capable to access all kind of information
- More social: Share more and make more questions to their peers before making a purchasing decision.
If you know deep enough who the customer / client will be easier to think about what they need, they do not need even to tell you.
This approach is one of the secrets of great leaders like Steve Jobs.
Social research will help in that purpose.
Information
Goals and Student Profile
Goals
After completing the course the participant will be able to:
- Understand why social research enables us to understand the point of view of consumers / customers, defined as individuals living in society the therefore influenced by it
- Experiencing social research is a valid tool to build a marketing policy and more effective communication.
- Lay the basics of research techniques used.
- Learn to be users of social research in the professional context of marketing and communication.
Student Profile
ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.
Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.
We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.
Curriculum
WHY INVESTING IN SOCIAL RESEARCH ORGANIZATIONS?
1. The need to understand the social environment in which we operate: the market is part of society
2. The brands and trust building
QUALITATIVE AND QUANTITATIVE NATURE OF REALITY IN SOCIAL MARKETING
1. Two complementary ways of observing the social reality: the qualitative and quantitative look.
2. the qualitative: look beyond the apparent
3. The quantitative: how is it possible that what 1000 people believe is representative of what millions of people believe?
BASIC OF QUALITATIVE RESEARCH IN MARKETING
1. Its sense: understanding the why of things
2. Key 1: The principle of non – directive techniques where participants can express as freely as possible.
3. Key 2: the principle of interaction between participants
4. Classical techniques most widely used in marketing: interviews and focus groups.
5. The importance of ensuring the quality of the samples participating in focus groups.
6. Design thinking and co- creation
7. On line qualitative research: the explosion of possibilities offered by the network.
8. Practical workshop in the classroom: designing sample goals and qualitative research through focus groups.
FOUNDATIONS OF QUANTITATIVE RESEARCH
1. Its sense: measuring the size of social phenomena
2. The usefulness of the surveys
3. Key 1: Friendly Questionnaire
4. Key 2: Sampling and Sample
5. Differences between polls and consultations.
ON LINE SURVEY: A TOOL AS EASY AS USUAL
1. Why use both?: because they are useful
2. Tips for a good questionnaire on line
3. Time “clock” and time “experienced” when five minutes seem like an eternity and ten fly by.
4. Internet panels: what is a panel of internet? How it is formed? How do you manage? How do you ensure tha quality of the samples? What do you use?
5. Studies to your own databases: how to get people to participate in your studies?
6. Practical workshops in the classroom: designing a questionnaire to measure customer satisfaction.
Faculty
Specified time period and Place
Specified time period: This course has and extension of 20 contact ours at ENAE premises.
Timetable: This course is delivered on Friday from 16:30 h. to 21:30h. and Saturday from 9:00 h. to 14:00 h.
Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain
Methodology
- Theoretical presentations alternated with practical exposure so as to see their relationship with results in business. The interrelation between theory and practice is a methodology in which students must be involved. This methodological issue will be used for both business executives and professionals, and for recent graduates who want to join the same course.
- Several case studies are sent from those that companies have been facing in real life for students, with the relevant knowledge acquired, to do the analysis between the different lines of action that may arise and choose the one considered more realistic and adjusted to the case. The student should become accustomed to making decisions and understand the implications of them.
- Case studies and readings will be sent to participants through the virtual campus. At the same time chat forums or debate centres may be created on campus or virtual in which the views of the participants will be contrasted. . These tools will be used by the students to contrast their different points of view.
- Virtual Campus is a tool that allows a much more fluid relationship between students and teachers at personal and on line level.
- Teaching the course will take into account how the student intends to apply the knowledge acquired to the final project at the end of the Master.
Terms of Payment and Scholarships
Are you interested? Obtain the following benefits:
Price: 390 €
ENAE Business School offers the following discounts:
Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.
See if your company is a member of FUERM and ENAE
Scholarships
If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.
Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).
Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.
Admission Process
This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.
Si desea recibir información del Máster al que pertenece o de posibles ediciones del curso a las que se pueda inscribir independientemente puede rellenar el siguiente formulario:
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