Principles of marketing/PMKT102/Course guide/Course aims

Aims

Marketing research and customer insights is a free open online course designed for students who want to learn about the basics of assessing and researching the customer and a product's life cycle.

This course will help you to:

1. Understand the customer's buying process.
2. Find out how to conduct marketing research.
3. Understand the product life cycle.

Learning outcome

Upon successful completion of this micro-course, you will be able to:

Apply marketing concepts and processes to research and develop a value proposition for a product or service taking into account customer behaviour, motivation, needs and preferences for the product life cycle.

Learning objectives

In this micro-course, you will learn how to:

1. Analyse customer behaviour and the difference between needs and wants.
2. Describe the customer decision-making process.
3. Consider and explain the commonalities and differences of B2B and B2C marketing.
4. Describe and apply different aspects of marketing research, including the use of qualitative and quantitative research.
5. Explain how the value proposition changes through a product's life cycle.