Partners
A multi-billion-dollar electronics manufacturer and the A.C. Nielsen Center for Marketing Research at the Wisconsin School of Business.
Challenge
A global company needed to bridge the gap between its far-flung offices to ensure individual marketing research departments had the tools necessary for worldwide growth.
Strategy
Develop a three-day program for 40 of the firm’s mid-level marketing research and brand managers, selected from locations around the world, in order to fill their knowledge gaps and share best practices in marketing research.
Outcomes
The company benefited as their managers enhanced their strategic marketing decisions, including how to collect data, present it meaningfully, and glean consumer insights to incorporate into the decision-making process. The presentations on emerging areas of marketing research, primarily social media, allowed the managers to upgrade their understanding of these important tools. Because of the value of knowledge received, the company intends to make this an annual opportunity for the company’s rising leadership around the world in the fields of marketing research and brand management.
The university benefited by generating revenue from a non-traditional source and by exposing faculty and students to a real-time applied learning business scenario.