Overview

With the massive amount of consumer data available today, it has become increasingly important for businesses to adequately gather and analyze this information to succeed.

The Market Research, Consumer Insights, and Competitor Analysis professional certificate program from the University of Cape Town (UCT) aims to equip you with the critical skills to interpret customer data and turn it into actionable business insights.

By exploring real-world cases, you’ll discover how market trends and business data can be interpreted and utilized in multiple scenarios and industries. As you gain the relevant tools to understand your market, competitors, and customers, you’ll become better equipped to shape a competitive, data-driven corporate identity, enabling you to respond to change more effectively. You’ll also learn how to conduct your own market research, and lead a team to do the same.

Syllabus

Courses under this program:
Course 1: Market Strategy Essentials: Solving Business Problems Through Trend and Competitor Analysis

Power business solution with research strategy in this course from the University of Cape Town.

Course 2: Leveraging Customer Insights and Data

Navigate market metrics, and perform effective and ethical research in this course from the University of Cape Town.

Course 3: Data-Driven Marketing: Interpretation, Storytelling and the Future of Market Research

Fuel the future of market research as a data storyteller in this course from the University of Cape Town.

Courses

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4 weeks, 2-4 hours a week, 2-4 hours a week
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Market research is the process of evaluating the feasibility of a new product or service that allows organizations to discover their target market and make informed decisions.

This course will teach you core concepts and tools to help you better understand market-led strategies and trend analysis to solve business problems. This course will provide insight on how you can examine the market associated with a product or service to determine how the audience will react. This in turn allows you to make informed decisions that align with the organizational goals. Key topics include market research, business problems, data sources, and trend and competitor analysis.
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4 weeks, 2-4 hours a week, 2-4 hours a week
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Market research allows you to develop a better understanding of the consumer and how you can tailor your marketing activities to suit their preferences.

This course will teach you how to identify market metrics and how they apply to market research. You will also learn what drives consumer behavior and the importance of segmenting the market. You will explore the fundamentals of research methodologies and the types of data collection. Lastly, this course will provide insights on consumer behavior and data analysis to tailor your marketing approach.
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4 weeks, 2-4 hours a week, 2-4 hours a week
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The market research industry is constantly evolving, resulting in new innovations that will impact organizations. It is imperative that your marketing activities stay relevant to maintain a competitive advantage.

This course will provide you with a comprehensive overview of how to analyze and interpret data accurately, present research findings, and how to retain collected data. You will learn how to effectively communicate your market research insights by mastering the art of storytelling. Through this course, you will explore the future of market research and the impact of the ever-changing marketing industry on organizations. You will have a better understanding of the role of big data and strategies to stay relevant in the field.