Marketing Research and Sales Management

Module Description :

Understanding the nature and structure of the market and relating these to product design are of fundamental importance to the effectiveness of marketing management and maximising corporate profitability.

The issues require a deep understanding of customer desires and perceptions and a close liaison between the organisations planning operations and effective demand. Both marketing and sales managers and those responsible for policy making should have a clear understanding of the issues and management techniques involved.

Module Content :

Nature of marketing research and the reasons why it is important; the constituents of marketing research and the ways in which they determine product design and communications with customers; determining communication policies; research techniques and how these relate to market size and characteristics;

consequences of poor communication and the failure arising from ineffective market research; cost effectiveness of communications and research; difference in communications and research between public and private sector and between service and manufacturing industries; organising the sales function; relating sales to other promotional policies; the legal framework of sales management.

Posted in MBA in marketing