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Programme Introduction:
For the faculty and students of marketing, understanding marketing research tools and techniques has become essential in today’s times. Economic reforms and the globalization of the Indian economy have brought distinct changes in Indian markets. Markets have become competitive and diverse. As consumers have more choices, they have also become choosier. Consequently, marketing decisions have become more complex. On the other hand, more information is now available on Indian markets, product offerings, and consumer preferences and choices, so that marketing decisions can be taken with the required data analytics.
Programme Objectives:
The programme has been designed to help participants understand the fundamentals of marketing research and acquire skills in using statistical tools in some of the key marketing decisions. The faculty members and research scholars, who attend this program, will be able to teach Marketing Research and related courses using SPSS software. Also, this program will give them the necessary directions and guidance to shape their own research journey, which has become imperative for survival in academics today.
Programme Contents:
•Fundamentals of Marketing Research
•Hypotheses formation and testing
•Non-Parametric and Parametric Tests
•Tests of associations and differences
•Multivariate analysis like Factor Analysis, Discriminant Analysis, ANOVA, Regression
Programme Pedagogy:
The programme methodology would be using case studies, which will be solved by analysing the data through SPSS. Qualitative data analytics through TISM will be covered. Also, in-class discussion and hands-on practice sessions will provide an opportunity for participants to apply newly learned tools and techniques and gain knowledge and confidence.
Who Should Attend:
Marketing Faculty members of management institutions, colleges, and universities, who are interested in teaching Marketing Research courses and undertaking research for publishing papers, and Research scholars.
The Institute issues a certificate of participation on the conclusion of the programme.
Programme Director:
Prof. Asif Zameer
Prof. Asif Zameer is a Professor of Marketing at FORE. Earlier to that, he was Dean – Academics at IMT Centre for Distance Learning, Ghaziabad. He has also been the Dean (Corporate Relations) at FORE, apart from holding many other academic and administrative responsibilities. He is a B.E.(Mechanical) from Delhi College of Engineering, an MBA from Jamia Millia Islamia, and a Ph.D. from Hamdard University. He has more than 3 decades of total experience, including 16.5 years of rich industry exposure and 20 years plus of teaching experience in top institutions and universities in the country. He started his career as an Engineer at BHEL, and later on worked in responsible positions in Marketing and Sales functions for diverse organizations like Gillette, Duracell, Heatly & Gresham, Geep Torches, and Amkette Computer Peripherals. He has published and presented his research papers in many international and national forums.
For registration/enquiries, please email exed@fsm.ac.in or call at +91 9810875278 /+91-11-41242477
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Executive Education/MDPs
FORE School of Management has been designing, developing and conducting innovative Executive Education (EE)/ Management Development Programmes (MDPs) for working executives in India for over three decades.
