302-Market Intelligence
(formerly 303)

Course Category:

• Core course
• This course is required for members wishing to write the Comprehensive Marketing Research Exam (CMRE)

Instructor(s):

• Eleanor Austin

Market intelligence is the "new" market research – it goes beyond traditional qualitative and quantitative research, and encompasses understanding a powerful collection of internal and external information, and using analytical techniques to analyze that information. Market intelligence, done well, plays a key role in corporate decision making. Becoming competent in the market intelligence area means that market researchers elevate their position, and use a broad range of business consultative skills. This course will provide a managerial level understanding of the basics of MI, and the tools and techniques to undertake it effectively.

Market intelligence comes from the strategic use of a carefully analyzed collection of key information. It is imperative to better decision making, success, and even survival for firms today. Interest and investment in market intelligence is increasing, as firms see its power and benefit. Solid market intelligence can dramatically impact a company’s success. A client firm that embraces business intelligence uses it at all levels of the organization fostering a culture where everyone thinks “intelligence”, and contributes to its evolution. A research firm that offers the enhanced service of MI offers better value to their client.

Major topics covered in this course include

• Understanding the power of market intelligence, and how it incorporates marketing research
• Creating intelligence teams and building an intelligence culture
• Developing market intelligence skills, and an MI toolbox
• Developing information plans
• Applying analytical tools and techniques and using them to analyze and process information
• Reporting the information in a fashion that facilitates generating a cohesive view of the company’s market situation and enhances decision making
• Concepts, techniques, tools and management processes that are critical to effective MI
• Analyzing business cases of MI in action

Recommended Prerequisites

For the table of Core course prerequisites, please click here.

Suggested Audience

	Members seeking CMRP designation				Client-Side Researcher		Research Supplier
	Little or no exposure		Less than 2 years experience		2-8 years experience		8+ years experience

Multi Course Bundle Savings

Multi course bundle savings will apply when more than 1 course is purchased by an individual in the same online transaction in the MRIA Portal:

2 courses = 10% off
3 to 5 courses = 15% off
6 or more courses = 20% off

NEW: An online test is now implemented for this course
 
MRIA will be implementing an online test for each Core course.
 
These tests are mandatory for anyone working towards their CMRP designation, or for those who wish to receive a certificate of completion.
 
All details pertaining to the applicable test will be provided during class. For more information about online tests click here.

Course Materials

Participants will be provided with a workbook that includes presentation materials, case studies, links to useful resources and market intelligence tools and techniques.

• Course Length: 1 Day
• Check-in: 8:30 am
• Classes: 9 am - 5 pm
• Lunch will be provided
• For terms and conditions, click here

The venue address will be sent to you as part of your course registration confirmation.

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.