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Marketing Management - Capturing Marketing Insights

Marketing Management
Free Course

Learn ways in which organizations conduct research in order to aid in their marketing efforts.

  • Duration

    2-3 Hours
  • Assessment

    Yes
  • Certification

    Yes
  • Publisher

    NPTEL
Description Outcome Certification View course modules

Learn about how an organization can gain important information that is helpful for making marketing decisions by studying the course Marketing Management - Capturing Marketing Insights. It’s essential for an organization to gather, sort, analyse, evaluate and distribute information accurately in order to be best informed on how to approach their marketing endeavours.


The course begins by introducing you to the marketing information system and its importance for the marketing decision makers of a company. You will learn about the essential components that make up a marketing information system.

Next, you will learn about different aspects of the marketing research process, marketing decision and marketing research problems and how they fit into the whole process of marketing research. You will also learn about various different types of marketing research, including exploratory research methods and techniques that can be used by an organization in order to gain deeper understanding of issues.

This course will be of great interest to business professionals, marketers and those who want to learn how an organization can capture marketing insights.

Having completed this course you will be able to: - Define a marketing information system; - Describe the components of a marketing information system; - Describe the marketing research process; - Describe the Marketing Decision Problem; - Describe the Marketing Research Problem; - Discuss different types of marketing research; - and discuss exploratory research methods and techniques.

All Alison courses are free to enrol, study and complete. To successfully complete this Certificate course and become an Alison Graduate, you need to achieve 80% or higher in each course assessment. Once you have completed this Certificate course, you have the option to acquire official Certification, which is a great way to share your achievement with the world. Your Alison Certification is:

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