===== Module 2: Marketing Research and Analysis =====


**Current Marketing Status:**
   - Assessment of current marketing strategies.
   - Analysis of strengths, weaknesses, opportunities, and threats (SWOT).

2.1 Market Research Fundamentals
   - Workshop: Conducting a small-scale market research project
   - Presentation: Sharing findings and insights with the class

2.2 Consumer Behavior
   - Guest Speaker: Inviting a psychologist or consumer behavior expert
   - Group Activity: Analyzing consumer behavior patterns in different scenarios

2.3 Competitor Analysis
   - Practical Exercise: Conducting a SWOT analysis on a selected competitor
   - Group Discussion: Sharing and comparing analysis results


===== Module 6: Marketing Analytics =====

6.1 Introduction to Marketing Analytics
   - Data Analysis Workshop: Using analytics tools to interpret marketing data
   - Report Writing: Summarizing findings and proposing actionable insights

6.2 Key Performance Indicators (KPIs)
   - Metrics Selection: Identifying and justifying relevant KPIs for a given scenario
   - Dashboard Creation: Building a visual representation of KPIs


**Key Performance Indicators (KPIs):**

Identification of relevant KPIs for measuring success.

Setting targets for each KPI.

**Data Collection and Analysis:**

Explanation of tools and methods for data collection.

Procedures for analyzing and interpreting data.



 Marketing Analytics and Measurement (1 hour)

    Introduction to Marketing Analytics:
        Key metrics for evaluating marketing performance.
        Tools for analytics and measurement.

    Interpreting Data:
        How to interpret marketing data effectively.
        Making data-driven decisions.

    Workshop Activity: Analytics Review:
        Participants review sample marketing data and draw conclusions.