Principles of marketing/PMKT102/About
Course Name: Market research and customer insights (PMKT102)
In this course you'll learn the basics of assessing and researching the customer and a product's life cycle.
Course Metrics
- Notional learning hours: 40 hours
- Duration: 2 weeks, 15 hours per week
- Assessment: 10 Hours
- Formal Credit Option: Yes, 1 North American credit of a 3 credit course at Thomas Edison State University
- Course: One of three micro courses for Principles of Marketing
- Credential: The following articulation pathways are available:
- Associate in Science in Business Administration degree (TESU) and
- Certificate in Higher Education (UK)
- Level: 1st year Bachelor Degree
What will I learn?
Upon successful completion of this course, you will be able to:
- Define customer behaviour and the difference between needs and wants.
- Understand the customer decision-making process.
- Consider and explain the commonalities and differences of B2B and B2C marketing throughout the purchasing life cycle.
- Define market research - customer behaviour and the difference between needs and wants.
- Explain the differences between qualitative and quantitative research.
What's involved?
There are three learning pathways each containing numerous resources, activities, and an assessment (for those seeking formal credit).
The learning pathways are:
- Assessing customer behaviour and motivation.
- Researching customer needs and preferences.
- Developing a value proposition for the product life cycle.
What prerequisites should I have, if any?
Anyone is free to participate in this course. An internet connection and basic web browsing skills are recommended with the ability to create a blog and microblog account (instructions and self-study tutorials provided.) You are requested to keep a personal learning journal as reflection has been shown to increase learning.
Learners aiming to submit assessments for formal academic credit will need to meet the normal university admission requirements of the conferring institution (e.g. language proficiency and school leaving certificates).
