This diploma course was held virtually and was attended by 100 MSEs from the following sectors: commerce, handicrafts, technology, clothing, food and beverages, footwear, industrial equipment, occupational training, household products, marketing consulting services, recruitment services, medical services, pet products, art therapy, event organization services, agribusiness, transportation, financial and accounting consulting services, clinical laboratory, horticulture and tourism.

The purpose of this diploma course is to provide MSEs at the national level with the necessary market research and data analysis tools so that they can develop effective commercial strategies and make better business decisions based on the collection and interpretation of data, thus promoting the development of MSEs at the national level.

The course covered the core topics of market analysis, such as:

• Fundamentals of Market Analysis: Why is it important to analyze the market?
• Methodology of Market Research (IME): The step-by-step process to carry out a market study.
• Types of market research that can be done: Product, brand, price, packaging, advertising, distribution, consumption, among others.
• Digital tools for Market Research (IME).
• Traditional tools for Market Research (IME).
• Consumer Behavior Analysis.
• The Consumer's Purchase Decision Process and how to generate sales triggers.

With this knowledge, entrepreneurs will be able to enter the world of market analysis, taking advantage of all available digital tools that facilitate the collection and analysis of data.

Likewise, businessmen and businesswomen will be able, from what they have learned, to have an idea of how the final consumer behaves and how to generate strategies to influence that purchase decision.

Translated by: A.M