MKT 220: Using Market Research to Maximize Results
Smart marketing begins with sound market research. Understanding how to effectively connect with and engage your target audiences forms the basis of both the strategic planning processes and for building successful marketing programs.
Whether you are trying to develop a program offering, attract new donors, engage new event participants, inspire volunteers, or just build awareness among the consumers of your services, understanding who you are trying to reach, what they value, how they want to access it, and what compels them to decide to purchase or participate, are all factors that successful market research can help you determine.
This session will provide a foundational understanding of the process for conducting successful market research. Learn how to effectively utilize market "intelligence" to help your nonprofit differentiate, compete and maximize results.
What you will learn:
Using market research and market intelligence to develop successful nonprofit strategy and marketing success
Understand the various uses of market research in building nonprofit strategy and marketing plans
Identify the types of information found in market research
Define the six steps of the market research process
Explore models of consumer decision making
Understand mechanisms to build ongoing market intelligence
Look at the importance of CRM systems in supporting market intelligence
Who Should Attend
Newly appointed marketers with less than three years of experience in marketing, as well as product, brand and advertising managers, business professionals and executives who need to understand the importance of marketing’s role in generating profits and a framework to think like a marketer.
Register For MKT 220: Using Market Research to Maximize Results >