Current Marketing Status:

1. Assessment of current marketing strategies.
2. Analysis of strengths, weaknesses, opportunities, and threats (SWOT).

2.1 Market Research Fundamentals

1. Workshop: Conducting a small-scale market research project
2. Presentation: Sharing findings and insights with the class

2.2 Consumer Behavior

1. Guest Speaker: Inviting a psychologist or consumer behavior expert
2. Group Activity: Analyzing consumer behavior patterns in different scenarios

2.3 Competitor Analysis

1. Practical Exercise: Conducting a SWOT analysis on a selected competitor
2. Group Discussion: Sharing and comparing analysis results

6.1 Introduction to Marketing Analytics

1. Data Analysis Workshop: Using analytics tools to interpret marketing data
2. Report Writing: Summarizing findings and proposing actionable insights

6.2 Key Performance Indicators (KPIs)

1. Metrics Selection: Identifying and justifying relevant KPIs for a given scenario
2. 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.