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Leveraging Customer Insights and Data
Dr. James Lappeman
and
Paul Egan
Dr. James Lappeman
and
Paul Egan
Market research allows you to develop a better understanding of the consumer and how you can tailor your marketing activities to suit their preferences.
Read more
Market research allows you to develop a better understanding of the consumer and how you can tailor your marketing activities to suit their preferences.
Read more
Market research allows you to develop a better understanding of the consumer and how you can tailor your marketing activities to suit their preferences.
This course will teach you how to identify market metrics and how they apply to market research. You will also learn what drives consumer behavior and the importance of segmenting the market. You will explore the fundamentals of research methodologies and the types of data collection. Lastly, this course will provide insights on consumer behavior and data analysis to tailor your marketing approach.
What you'll learn
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Recognise the importance of segmenting the target market.
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Identify consumer behavior drivers and measurement techniques.
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Choose appropriate market metrics for specific market research problems.
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Choose the appropriate research methodology to collect primary data.
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Articulate the ethical considerations that apply when collecting primary data.
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Critique a research brief.
Register for this course and see more details by visiting:
OpenCourser.com/course/jic1a8/leveraging
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explores market research techniques, which is a core component of marketing
Core audience is individuals who are interested in marketing and consumer behavior, or marketing professionals
Provides insights on consumer behavior and data analysis, which is useful for understanding market trends
Taught by Dr. James Lappeman and Paul Egan, both industry experts with extensive experience in market research
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Activities
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We're preparing activities for
Leveraging Customer Insights and Data.
These are activities you can do either before, during, or after a course.
Career center
Learners who complete Leveraging Customer Insights and Data will develop knowledge and skills
that may be useful to these careers:
Market Research Analyst
Market Research Analyst
Course topics in market segmentation, consumer behavior, and research methodologies provide skills crucial to the Market Research Analyst role. Understanding how to identify and target specific customer segments, analyze their behaviors, and collect and interpret data can help you excel as a Market Research Analyst.
Marketing Manager
Marketing Manager
The course's emphasis on leveraging customer insights and data aligns perfectly with the core responsibilities of a Marketing Manager. By learning how to identify market metrics, tailor marketing activities, and analyze consumer data, you can effectively develop and execute successful marketing campaigns.
Product Manager
Product Manager
Product Managers are responsible for understanding customer needs and translating them into product requirements. This course provides valuable insights into market segmentation, consumer behavior, and data analysis, empowering you to better define product offerings and drive innovation.
Brand Manager
Brand Manager
As a Brand Manager, it's essential to have a deep understanding of consumer behavior and market trends. This course offers a comprehensive overview of these topics, providing you with the knowledge and skills to effectively build and manage brand strategies.
Customer Experience Manager
Customer Experience Manager
Customer Experience Managers are responsible for designing and implementing strategies to improve customer satisfaction. The course's emphasis on customer insights and data analysis can equip you with valuable skills for understanding customer needs, measuring satisfaction, and driving improvements.
UX Researcher
UX Researcher
UX Researchers play a critical role in understanding user behavior and improving product usability. This course provides a foundation in research methodologies and data analysis techniques, enabling you to conduct effective user research and drive product design decisions.
Data Analyst
Data Analyst
Data Analysts are responsible for collecting, analyzing, and interpreting data to drive decision-making. This course provides a strong foundation in data analysis techniques, enabling you to extract meaningful insights from customer data and support informed decision-making.
Business Analyst
Business Analyst
Business Analysts help organizations understand their business processes and identify areas for improvement. The course's focus on market segmentation and consumer behavior can provide you with a better understanding of customer needs and market dynamics, which are crucial for successful business analysis.
Sales Manager
Sales Manager
Sales Managers lead and motivate sales teams to achieve revenue goals. This course can help you understand customer behavior, market trends, and data analysis techniques, which are essential for developing effective sales strategies and managing sales performance.
Social Media Manager
Social Media Manager
Social Media Managers are responsible for creating and managing social media content to engage audiences and achieve marketing objectives. This course can provide you with insights into consumer behavior and data analysis, enabling you to develop targeted social media campaigns that drive results.
Consultant
Consultant
Consultants provide expert advice and guidance to clients on a variety of business issues. This course may be helpful in developing the analytical and problem-solving skills required to succeed as a Consultant.
Entrepreneur
Entrepreneur
Entrepreneurs start and manage their own businesses. This course may be helpful in developing the market research and data analysis skills needed to identify opportunities, develop products, and build successful businesses.
Academic Researcher
Academic Researcher
Academic Researchers conduct research and publish findings in academic journals. This course may be helpful in developing the research skills and understanding of market segmentation, consumer behavior, and data analysis required for success in academic research.
Writer
Writer
Writers create content for websites, blogs, articles, and other publications. This course may be helpful in developing the research and analytical skills needed to produce well-informed and engaging written content.
Teacher
Teacher
Teachers plan and deliver lessons to students in a classroom setting. This course may be helpful in developing the communication and presentation skills needed to effectively teach students about market research and data analysis.
For more career information including salaries, visit:
OpenCourser.com/course/jic1a8/leveraging
Reading list
We've selected nine books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Leveraging Customer Insights and Data.
Save
Provides a comprehensive overview of marketing research, including topics such as research design, data collection, and analysis. It valuable resource for students and professionals who want to learn more about marketing research.
Explores the psychological and social factors that influence consumer behavior. It valuable resource for students and professionals who want to understand how consumers make decisions.
Provides an introduction to data analysis for marketing. It valuable resource for students and professionals who want to learn how to use data to make better marketing decisions.
Save
Provides a practical guide to marketing research. It valuable resource for students and professionals who want to learn how to conduct marketing research in the real world.
Save
Provides a comprehensive overview of consumer behavior. It valuable resource for students and professionals who want to understand how consumers make decisions.
Provides a comprehensive overview of consumer behavior. It valuable resource for students and professionals who want to understand how consumers make decisions.
Save
Provides a comprehensive overview of marketing management. While it is not specifically focused on marketing research, it does provide a good overview of the marketing process and the role of research in marketing.
Save
Provides a comprehensive overview of marketing research. It valuable resource for students and professionals who want to learn more about marketing research.
Save
Provides a comprehensive overview of consumer psychology. It valuable resource for students and professionals who want to understand how consumers make decisions.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/jic1a8/leveraging
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Effort
2 to 4 hours per week for 4 weeks
Level
Elementary
Via
edX
Institution
University of Cape Town
Instructors
Dr. James Lappeman
Paul Egan
Language
English
Transcript
English
Good to know
Explores market research techniques, which is a core component of marketing
Core audience is individuals who are interested in marketing and consumer behavior, or marketing professionals
Provides insights on consumer behavior and data analysis, which is useful for understanding market trends
Taught by Dr. James Lappeman and Paul Egan, both industry experts with extensive experience in market research
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