Product Marketing Research Consumer Behavior and Analytics at Medill School of Journalism, Media, Integrated Marketing Communications, Evanston

By Medill School of Journalism, Media, Integrated Marketing Communications, Evanston via GetSmarter

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

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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

Strategic MindsetKnowledge of Google analytics

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

Marketing ManagerDigital Marketing Executive

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