Product Marketing: Research, Consumer Behavior and Analytics
Learn to use cutting-edge approaches that transform consumer data into useful information, and apply it in the decisions that drive success in business.
Online
6 Weeks
1,58,131 INR Quick Facts
| Medium Of Instructions | Mode Of Learning | Mode Of Delivery |
|---|---|---|
| English | Self Study | Video and Text Based |
Course Overview
As the corporate landscape changes, building a customer-centric company becomes increasingly vital for achieving success. The Product Marketing: Research, Consumer Behavior and Analytics online course help in the development of abilities required to comprehend consumer expectations in order to improve organisational decision-making. A Gartner report says that, by 2022, 85% of sales and marketing executives want their company's marketing choices to be based on data analytics of the market.
Companies require individuals with research and analytical abilities to transform the insights gained from the accessible massive amounts of consumer data into operations. Product Marketing: Research, Consumer Behavior and Analytics training teach how to evaluate customer purchasing behaviours and uncover the underlying reasons that impact a brand's interaction with them.
The course teaches students how to utilize exploratory, predictive and descriptive analytics to discover, engage and target consumers in order to build more tailored product and service offers. The Product Marketing: Research, Consumer Behavior and Analytics syllabus covers the skills and strategies needed to extract useful information from market research reports and create a strong marketing strategy that will drive organisational success.
The Highlights
- Projects and assessments
- Northwestern University offering
- 6 weeks duration
- 6-8 hours per week
- Downloadable resources
- Online learning
- Course provider Getsmarter
- Self-paced learning
- Shareable certificate
- Split option of payment
Programme Offerings
- Infographics
- Offline resources
- Case Studies
- video lectures
- quizzes
- online learning
- Live polls
- Self-paced learning
Courses and Certificate Fees
| Certificate Availability | Certificate Providing Authority |
|---|---|
| yes | Medill School of Journalism, Media, Integrated Marketing Communications, Evanston |
Fee type | Fee amount in INR |
Product Marketing: Research, Consumer Behavior and Analytics fees | Rs. 158,131 |
Eligibility Criteria
Certification Qualifying Details
To qualify for the Product Marketing: Research, Consumer Behavior and Analytics certification, Candidates will have to finish all the course modules along with presenting all the assigned projects and works. Candidates will also have to participate in the classroom activities such as live polls, quizzes, surveys, case studies, etc. Candidates must satisfy all the requisites mentioned in the coursebook to get qualified for certification.
What you will learn
After completing the Product Marketing: Research, Consumer Behavior and Analytics online training, Students will learn how to conduct market research to create a statistical decision-making approach and gain the capacity to manage and build client loyalty through insights into consumer behaviour. Candidates will learn about various tools for identifying market trends and opportunities in order to enhance the company's mission and differentiate themselves from rivals. Candidates will also gain an in-depth understanding of how digital technology may be utilized in an organisation to anticipate consumer demands.
Who it is for
- Professional working in a number of sectors and business areas who want to guarantee that they are successfully leveraging data and insights to achieve strategic progress in their firm
- Those who are already working in product marketing, marketing, or market research and wish to fine-tune and refresh their abilities in order to perform better in their roles.
- Marketing managers, Digital marketing executives with experience in consumer data and market researchers who want to make a permanent career change into brand management and formalize their abilities.
Admission Details
To get admission to the Product Marketing: Research, Consumer Behavior and Analytics online course follow the steps mentioned below:
Step 1. Open the course page with the given URL (https://www.getsmarter.com/products/northwestern-university-product-marketing-research-consumer-behavior-and-analytics-online-short-course)
Step 2. To start registration, click the ‘Register Now’ button
Step 3. Read the Getsmarter T&C to further proceed
Step 4. Create an account on the Getsmarter platform
Step 5. Fill in the billing address and if any sponsor is paying your fee, provide the optional sponsor details
Step 6. Pay the fee amount and start the online class
The Syllabus
- Define the main sources of data in market research
- Recognize the importance of market research within an organization
- Discuss the role of data and how ethics, governance and technology related to it
- Articulate the impact of bias on market research results
- Identify the potential pitfalls in market research and how these can be mitigated
- Interpret the results of metrics that inform a business strategy
- Calculate the key performance indicators and metrics for achieving business goals
- Demonstrate how acquiring market intelligence can help organizations understand the current state of the market
- Recognize how to use data to gain insights
- Discuss your organization’s capabilities in gathering and using market intelligence
- Articulate your organization's internal and external capabilities
- Practice internal benchmarking using the environmental scanning frameworks
- Analyze a business use case to determine the ideal consumer profile
- Categorize customers into market segments
- Identify gaps and growth opportunities in the external market
- Recognize how to use insights gained about the customer to drive business growth
- Identify your organization's place in the market and target customers
- Outline the effectiveness of your marketing efforts
- Discuss the applications of A/B testing in a causal research design
- Investigate the different ways to effectively allocate marketing resources
- Practice developing a media plan
- Discuss the drivers of customer loyalty
- Recognize how to use insights to increase customer value and drive long-term business growth
- Outline the product life cycle stages and their impact on marketing strategies
- Interpret the different marketing strategies for increasing customer value
- Articulate how existing customer relationships can be used to drive growth
- Evaluate the effectiveness of a marketing strategy
- Deduce the benefits of using a customer relationship management system
- Outline the changing role of market research within organizations
- Recognize the need to shift the market research role within organizations from reactive to proactive
- Describe how an organization can shift to a design thinking approach
- Articulate how the Internet of Things (IoT) is influencing data collection and market research
- Review human-centred design principles
- Illustrate how organizations are using IoT to understand customers
- Investigate the role of AI in prediction and forecasting
- Relate the market research function to building AI capabilities
- Articulate the major insights gained from marketing efforts
- Demonstrate how to extract relevant information to gain insights
- Analyze a case study to investigate a business problem
- Outline the knowledge gained throughout the course
- Compile a report on using consumer science and analytics to make data-driven decisions
Instructors
Medill School of Journalism, Media, Integrated Marketing Communications, Evanston Frequently Asked Questions (FAQ's)
Product marketing is a purposeful promotion that focuses on a specific product or range of products.
Product Marketing includes performance marketing, content marketing, brand marketing, etc.
The purpose of a product marketing strategy is to direct the pricing, positioning, and advertising of new products.
Following are the 6 marketing strategies:
- Influencer marketing
- Email marketing
- Content marketing
- Local marketing
- Performance marketing
- Word-of-mouth
By doing the Product Marketing: Research, Consumer Behavior and Analytics course from Northwestern University, one can become a product marketer.