Public Lecture on Market Research and the Nielsen Challenge: A Competition to Create a Marketing Strategy

Oleh UKM Student English Forum

Editor -

The Family of Industrial Engineering Students (MTI), the Laboratorium of Innovation and Development of Company Systems (LIPSP) ITB, and Nielsen Indonesia held a public lecture on Market Research and the Nielsen Challenge Roadshow (Marketing Competition). The studium generale, held on Tuesday (09/10/10) in the IPTEKS Auditorium, East Campus Center, ITB, featured Teguh Yunanto, Executive Director of Nielsen Indonesia. The public lecture was a part of the routine curriculum of Marketing Management class, Industrial Engineering Major, ITB.

The Dean of the Industrial Technology Faculty, Dr. Ir. Dwiwahju Sasongko, and the Head of Industrial Engineering Department, Dr. Ir. Tota Simatupang, attended the event. In his opening speech, Dwiwahju emphasized that classes like this should be fully taken advantage of by students, by paying attention and actively asking questions to the experts giving the lecture.

Market research is research about consumers and marketing products. The research is done by gathering information about the consumers' interest, behavior, and habits. This activity is an important component in business strategy because it determines the strategy to be used by the company in marketing its products. A company's understanding of what consumers want is a key element in determining a company's competitiveness.

Nielsen Challenge

After giving the lecture, Nielsen held a roadshoe for the Nielsen Challenge, the War for Better Marketing Solutions. Nielsen Challenge is a competition on marketing strategies for third- and fourth-year university students from five Indonesian universities. The five participating universities  are Bandung Institute of Technology, University of Indonesia, Gadjah Mada Indonesia, Prasetya Mulya Business School, and Padjadjaran University.

As a global company specializing in market research, Nielsen wants to introduce market research to university students. The finalists of the competition will have the chance to participate in a workshop at Nielsen offices and will be given guidance by experts. The competition is a chance for students to know about and learn market research.

Complete information about the Nielsen Challenge can be accessed at

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