For decades market and marketing researchers have been the key caretakers of information and insights about customers and potential customers within many organizations, but in the era of big and ubiquitous data, information about customers is available in different forms and to more people. The purpose of this course is to consider how these changes affect the role of market and marketing research within companies. It considers how experienced marketing researchers can apply their existing skills to new data sources and ways marketing researchers may need to adapt their skills to remain relevant and influential in the modern corporation. It is for anyone currently working in marketing research or customer insights and for anyone aspiring to do so.
What am I going to get from this course?
- Understand how the era of big and ubiquitous data is affecting the role of market and marketing research within companies
- Understand how experienced marketing researchers can apply their skills to new data sources, and how they may need to adapt their skills to remain relevant and influential
- Learn about different types of data available to marketing researchers and different ways of utilizing it