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This course is for those who are studying Marketing - specifically Marketing Research or who want to learn more about Marketing Research - practical techniques which can be used in business on a strategic level. The course is ideal for those who have a business in mind, as the tasks are very practical and it'll be useful to you to undertake research which you can then take and apply in real life.
The course is all about market research, market segmentation, the marketing mix and marketing planning. We'll briefly cover the fundamentals of marketing (the Marketing Concept) and how Market Research can be structured, applied and conducted.
Market Research is essential in any business - whether the business has already commenced or is in the start-up phase. One of the key principles of Marketing Fundamentals is to 'find out what the customer wants' and 'give it to them' - and in essence, this is what Market Research is all about. There is different techniques to carry out the research - all have their pro's and cons and this course covers this.
A workbook is included for the student to fill in, so that they can keep their notes in one place. It is useful to have a business or business idea in mind, so that as we go through the course, you can apply the content to something real.
The course will take approx 2-3 hours to complete, excluding any actual research that you might do for yourself. There is a series of lectures. The way the course is structured - watch the lecture, and then fill in the workbook. Complete the task and then move onto the next lecture.
This course should be taken by those who want to understand Market Research and Marketing strategy. It's ideal for marketing students, or those in business who want to improve their business performance. Note that market research can be conducted on customers - but it can also be used internally, on staff - to gauge happiness levels, it can be used on suppliers and it can be used for competitor analysis. This is why its a strategic tool.
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|Section 1: Introduction to the course|
Download the workbook and print it off and work through it with us as we go through the course.
|Section 2: Marketing Mix Concepts|
Marketing Mix Developed
|Section 3: Marketing Research|
Marketing Research Techniques - part 1
Marketing Research Techniques - part 2
Applying Market Research to Segmentation
Market Research for the Mix
|Section 4: Strategic Marketing Research|
Deciding on the Mix
Deciding on the Marketing Segment Mix
|Section 5: Conclusion|
Lisa Newton BA MSc FMAAT has a masters degree in Investment Management and a first class honours degree in Accounting with Marketing. She formed her first company in 2004 with £150 in the same month of graduating from City University, London UK. Lisa has never had a full time 9 to 5 job in her life. She's a serial entrepreneur and author who holds directorships in various industries including telecoms, software, hair & beauty as well as finance. She has won various awards in Business including: Young Entrepreneur of the Year Award 2007 and in 2008 Enterprising Business Award and has been nominated and shortlisted in numerous others. In 2011 and in 2012 one of her companies won Best Accounting Franchisor Award.
Lisa's books include: How to write a book in two weeks, Constant Cashflow, Make the most of your money, How to start your own bookkeeping business, Cosmic ordering with Vision Boards and Quickbooks Online The Handbook. Some of the books are in audio-format on itunes and audible.
Lisa supports the charity The MS Society. A speaker, coach, consultant and an avid networker, Lisa enjoys meeting people and working on projects with like-minded individuals.
In her spare time, Lisa likes traveling, dancing salsa, writing books, learning languages, meditation and cosmic ordering.