Marketing Intelligence

Client

Ecobambi

This course is all about learning how to use market research to make smarter business decisions. From figuring out the right questions to ask, to collecting and analyzing real-world data, and turning that into clear insights—this course takes you through every step of the research process. You'll explore different tools and techniques like surveys, experiments, and sampling methods, and apply them to solve actual marketing problems. Whether it's testing a new product idea or understanding what drives customer choices, you’ll gain hands-on skills that help businesses make informed, data-driven moves.

Client project part B

Task allocation

As part of the Marketing Intelligence course, I contributed to a team project focused on developing a comprehensive market research plan for a sustainable children’s apparel brand. I was responsible for designing the research framework and calculating the sampling plan to estimate the potential target market. This included defining the unit of analysis, selecting appropriate sampling methods, and preparing for in-depth, face-to-face interviews.

Post data collection, I led the strategic development of an entrepreneurial marketing proposal aimed at helping the client shift brand perception—from a traditional "cute fashion" label to a purpose-driven, sustainable kidwear brand. The project showcased my ability to apply both qualitative and quantitative research methods, grounded in real-world marketing objectives, to support data-informed brand repositioning strategies.

Learning outcomes

Through my role in the Marketing Intelligence team project, I applied critical thinking and analytical skills to design a research framework and sampling plan for a sustainable children's fashion brand. I engaged in real-world, face-to-face qualitative research, and later led the development of a marketing strategy to help reposition the brand. This experience strengthened my ability to evaluate marketing problems, collaborate effectively in a team, communicate insights clearly, and integrate theoretical knowledge into practical, work-integrated solutions that create real value for clients.

My achievement

I was particularly impressed by how your team thoroughly understood our business problem and clearly identified the gap between our current offerings and what our customers actually expect. Your market research plan didn't just collect data—it pinpointed the core elements our customers value, and that insight seamlessly connected to your proposed six-month marketing strategy. What stood out even more was how your team crafted a strategic, actionable plan that considered our limitations as an SME, especially our tight marketing budget. You delivered a relevant, well-timed approach that aligned with our long-term business goals. Among six other groups who also had strong and innovative ideas, your team’s ability to link insights to practical execution was the reason we selected you as the winning team.

Truc Mai - Founder of ECOBAMBI

My lecture, client, and teammates

This course taught me how to listen to the market before speaking to it - blending research, strategy, and empathy to uncover what people truly need. It gave me the tools to turn uncertainty into insight, and insight into action.