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Organisations apply a broad range of market due diligence approaches to understand customers and competitors, and to assess their position in the markets in which they operate. In an increasingly turbulent and competitive business environment, planning and executing an effective market research study and critical evaluation of the market information will advance effectiveness of marketing decision making and form the basis of successful marketing strategy. This module examines ways in which information is used to make strategic decisions for marketing. It aims to develop competency in the design of market audit excercises, applications of qualitative and quantitative methods for data collection, measurement, critical evaluation of market and internal data and the use of commoon market monitoring tools.

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MARK7015 Digital Marketing and Analytics Semester 2 17/03/2023 14:21:36