Marketing Management - Capturing Marketing Insights Course | Alison

Marketing Management - Capturing Marketing Insights - Revised

Learn how organizations conduct research in order to aid in their marketing efforts, with this free online course.

Marketing Management
Free Course
In this free online course you will learn about marketing management and capturing marketing insights. Marketing information systems consist of people, equipment, and procedures to gather, sort, analyse, evaluate, and distribute needed, timely, and accurate information to marketing decision-makers. This course teaches you the functions and components of marketing information systems and about different types of marketing research and processes.
  • Duration

    1.5-3 Hours
  • Certification

  • Mobile Friendly

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Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. This course will first teach you the steps in the marketing research process. You will study its four components and look into the important sources of information for the internal reporting system. The course will then discuss data mining, including the patterns that can be mined, the sources of competitive intelligence, collaborative filtering, and content filtering.

Marketing research is a systematic and objective process which involves identification, collection, analysis, dissemination, and application of information. This course will discuss problem identification research and problem-solving research. You will study the three types of marketing research firms, the problem definition process, the two types of research design, and the two types of data. You will also study exploratory research design, the different forms of projective techniques, ethnography, and more.

The Marketing information system serves company managers as well as external partners and must balance needs against feasibility. Upon the completion of this course, you will have a better understanding of the marketing information system and its importance for marketing decision-makers within a company. You will learn about the essential components that make up a marketing information system and learn how an organization can gain important information that is helpful for making marketing decisions. Check out the course, and gain these helpful insights, today!

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Learning Outcomes

Having completed this course you will be able to:

  • Define a marketing information system
  • Describe the components of a marketing information system
  • Outline the marketing research process
  • Examine the Marketing Decision Problem
  • Describe the Marketing Research Problem
  • Compare different types of marketing research
  • Discuss exploratory research methods and techniques


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