Directors' Briefings

Research for your marketing (MA 12)

Knowledge is power

Marketing research helps you understand your competitive position, spot opportunities, lessen risks and take better decisions. It is more than just market research, which is concerned only with examining aspects of a given market, such as its size, location or growth potential.

Marketing research can give you indications, but it cannot give you answers. What it can do is allow you to make marketing decisions based on the best, most up-to-date information available.

This briefing covers:

• Using different research methods.
• Sources of information.
• In-house and commissioned research.
• Budgeting for marketing research.

• Read full document (PDF)

Planning your marketing (MA 5)

Let marketing lead

Successful businesses focus on getting the basics of marketing right.

Marketing is based on identifying and satisfying customers' needs - profitably. It encompasses market research, pricing, promotion, distribution, selling, customer care, and much more.

This briefing will help you plan and monitor your marketing. It covers:

The basic objectives of all marketing.

Reviewing your market and how you fit into it.

Creating a marketing strategy.

Setting out your marketing action plan.

• Read full document (PDF)