Marketing Research and Information System


Today, an efficient marketing information system is fundamental to a company’s competitive advantage. Whereas products and services can easily be copied and imitated, it is much more difficult for the competition to acquire or replicate the same wealth of knowledge and information. At the same time, however, a modern organisation must be able to retrieve truly useful information, select them and manage them in an effective and efficient fashion in order to avoid wasting energy and resources. The Rome Business School’s Marketing Research and Information System course will guide through the most modern techniques for the retrieval and management of the information necessary for marketing activities.  


The Rome Business School’s Marketing Research and Information System course is designed to provide you with a complete, clear and updated outline of the methods and systems for the research, acquisition, management, evaluation and use of marketing information. You will learn key topics that range from the correct evaluation of the information needs to the development of information through internal data, marketing intelligence and aimed research, to the information analysis, to research on an international scale. All this with a specific focus upon the new research methods made available by online technologies.  


The course is aimed at those who wish to acquire a specific competency in the management of marketing research and information systems.  


[su_spoiler title="Marketing information and customer data" open="no" style="fancy"] [/su_spoiler] [su_spoiler title="Evaluating the marketing information needs" open="no" style="fancy"] [/su_spoiler] [su_spoiler title="The development of marketing information" open="yes" style="fancy"]
  • Internal company data
  • Marketing intelligence
[/su_spoiler] [su_spoiler title="Marketing research" open="yes" style="fancy"]
  • Defining the problem and the research objectives
  • Developing the research plan
  • Gathering secondary data
  • Acquiring primary data
  • Implementing the research plan
  • Interpreting and presenting the results
[/su_spoiler] [su_spoiler title="Analysing and using marketing information" open="yes" style="fancy"]
  • Customer relationship management (CRM)
  • Distributing and employing marketing information
[/su_spoiler] [su_spoiler title="Some considerations on marketing information" open="yes" style="fancy"]
  • Marketing research in smaller businesses and non profit organisations
  • International marketing research
  • Public policies and ethics in marketing research

Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets. Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities. Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.  

Modes of attendance

This course can be attended in three ways:
  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace


Whichever way you choose to take the course, you will receive: CERTIFICATE At the end of the course, you will be presented with a named participation certificate. HIGH QUALITY LECTURES Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency. LEARNING MATERIALS All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises. CAREER-SERVICE If you wish, participation in this course will entitle you to: Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network; The review and editing of your CV; Support in managing your job interviews. REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATION Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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