Every strong marketing or PR decision starts with a question someone actually went out and answered – not a guess dressed up as a strategy. That is the core idea behind qualitative research: understanding why customers, audiences, and stakeholders behave the way they do, in enough depth to act on it with confidence.

This course walks participants through the qualitative methods used to inform commercial and marketing decisions, then connects that research directly to how it gets used in practice – shaping public relations campaigns, guiding communication strategy, and managing the reputational risks that come with getting a message wrong. Delivered by the Arab British Fellowship Training Academy, the programme is built for people who both gather insight and act on it.

Who Is This Course For?

• Current and prospective professionals in commercial and marketing research.
• Researchers in private institutions, public service bodies, and non-governmental sectors.
• Managers who rely on business research and marketing services.
• Marketing managers and heads of marketing and advertising departments.
• Purchasing, sales, and editorial staff, including directors of editorial departments.
• Broadcast editors, programme directors, and staff preparing TV broadcasts.
• Students of media departments and government spokespersons.

How Trainees Will Benefit:

• Gain hands-on experience in managing media and communication institutions.
• Build advanced skills in preparing project plans for media institutions.
• Develop practical experience in editing, directing, and broadcasting TV programmes.

Module 1: Why Qualitative Research Matters for Business and PR Decisions

• Basic principles and applications of qualitative research in commercial and marketing decisions.
• The growing role of public relations within the marketing process.

Module 2: Research Systems and Data-Collection Techniques

• Main systems used in qualitative research and techniques for collecting qualitative data.
• Researching, assessing, and evaluating public relations activity and campaigns.

Module 3: Communication Theory and Practice Behind PR

• Relevant theories and principles from communication and social science applied to PR practice.
• How PR practice differs across companies, government agencies, advisory bodies, and non-profits.
• The differences between advertising, integrated marketing communications, and PR marketing.

Module 4: Planning Messages, Managing Risk

• Creativity, organisation, problem-solving, and decision-making in communication planning.
• Planning communication and delivering an effective message, including across social media.
• Ethics, risk, and handling problems and crises.

Module 5: Brands, Communities, and Measurable Results

• Trademarks and public relations, including corporate and internal branding.
• Engaging consumer communities through social media in marketing and PR.
• Communication techniques that connect marketing and PR, and setting measurable, sustainable goals for campaigns.

Course Locations:
The courses are held in the following countries: Egypt, Jordan, Malaysia, Turkey, the UK, France, Italy, Germany, Sweden, Austria, Denmark, as well as Australia and the USA.
The courses are offered at times and locations suitable for your business and schedule.

Training Program Delivery Styles:

• Group Training at Academy Centers
• One-on-One Training
• Field and Practical Training with Modern Approaches
• Theoretical Training in Designated Academy Rooms

What Does the Participant Get from the Training Program?
Upon completion of the course, participants will receive a certificate accredited by the Arab British Fellowship Training Academy for attending the mentioned training program.

Note:
We can offer this course at a time and place suitable for you. This course is offered to high-level individuals with high standards. For more information, contact the Arab British Fellowship Training Academy team.