Market research and customer insights

Learn to think like a marketer and apply the basics of assessing and researching the customer and a product's life cycle.
What’s it about?

The focus of marketing is on the consumer of goods and services. Key questions you need to ask include: Who is the consumer of goods and services? What does the consumer need? What does the consumer want? A successful marketing strategy is dependent on effective market research taking the product life-cycle into account. This course covers the basics of effective market research.  

What will I learn?

 Upon successful completion of this course, you will be able to:

  • Define customer behaviour and the difference between needs and wants
  • Understand the customer decision-making process
  • Explain the commonalities and differences of B2B and B2C marketing throughout the purchase life cycle
  • Define market research
  • Explain the differences between qualitative and quantitative research
What’s involved?

This micro-course is offered online for independent study or you join an international community of learners in gaining a better understanding of the basics of marketing. 

There are three learning pathways each containing numerous resources, activities, and learning challenges. The learning pathways are:

  • Assessing customer behaviour and motivation
  • Researching customer needs and preferences
  • Developing a value proposition for the product life cycle 

This micro-course forms part of the larger Principles of Marketing course of study coupled with PMKT101 and PMKT103. On completion of the three associated micro-courses, if learners wish, they can be assessed for academic credit.  


Anyone is free to participate in this course. An internet connection and basic web browsing skills are recommended with the ability to create a blog and microblog account (instructions and self-study tutorials provided.) You are requested to keep a personal learning journal as reflection has been shown to increase learning markedly.

Learners preparing for assessment for formal academic credit will need to meet the normal university admission requirements of the conferring institution.

Image credit: Entrepreneur start up by Geralt dedicated to the public domain. 


Course Code: PMKT102
Estimated Start: 2018Q4
Duration: 3 weeks,10 hours per week
Type: Micro course
Assessments: 10 hours plus challenge exam

Credentialing: Official course credit
Course Credit: Requirement for the Principles of Marketing course
Credential: TBC
Level: 1st year Bachelor’s

Who are the developers:
Randy Fisher, is an experienced Education and Digital Marketing Specialist with over 12 years of experience. He is a seasoned facilitator and has expertise in Read More
Carol Cooper-Taylor, is an independent consultant with extensive experience in e-learning design. Carol was commissioned by the OER Foundation to lead the design and development Read More

The course materials for PMKT102 were proudly remixed for the OERu platform from the Principles of Marketing course published by the Saylor Academy under a Creative Commons Attribution 3.0 Unported license.