Principles of marketing/PMKT102/Course guide/Course aims

Aims

Market 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 market 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. Define 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 throughout the purchasing life cycle.
4. Define market research - customer behaviour and the difference between needs and wants.
5. Explain the differences between qualitative and quantitative research.