Topic outline

  • Course Introduction

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    • Time: 23 hours
    • CEUs: 2.3
    • Free Certificate
    This graduate-level course focuses on familiarizing you with the key aspects of the marketing research process and methods supported by real-world applications. Marketing research is vital in facilitating data-driven decision-making in the marketing field. It serves as a crucial source of information for decision-making across all aspects of marketing, including the micro and macro environment, customers, and the 4Ps of Marketing (Product, Price, Placement, and Promotion). Market researchers gather and analyze data to generate valuable insights that inform a range of decisions, from uncovering consumer preferences to testing products and pre-testing messaging for brands, products, and services. The data collected covers a wide range of areas, including competition, market assessment, the marketing efforts of competitors, industries, consumers, marketing segmentation, and various environmental factors such as government regulation, technological developments, and many other relevant stakeholders.