UNIVERSITY OF CAPE TOWN

MARKET RESEARCH, CONSUMER INSIGHTS, AND COMPETITOR ANALYSIS

Enhance your business strategy with market research insights

Duration

6 weeks, excluding
orientation

Effort

6–8 hours per week,
entirely online

Learning Format

Weekly modules,
flexible learning

THIS ONLINE SHORT COURSE IS FOR YOU IF:

 

  1. You want to learn how to collect, interpret, and apply insights from market data.

  2. You want to find gaps in the market in order to set your organisation apart from its competitors.

  3. You want to use market research in your decision-making process in order to drive business success.

ON COMPLETION OF THIS COURSE, YOU’LL WALK AWAY WITH:

1

A market research framework that will enable you to gather, analyse, and apply market insights to your business to improve product and organisational performance.

2

A better understanding of your market, competitors, and customers – enabling you to make more informed business decisions.

3

The skills to conduct a competitor analysis and examine existing trends, using innovative tools like Porter’s Five Forces.

4

The skills needed to conduct your own market research, as well as lead a team to do the same.

COURSE CURRICULUM

Over the duration of this online course, you’ll work your way through the following modules:

Module 1 Market-Led Strategies for Solving Business Problems
Learn about the purpose and process of market research.

Module 2 Customer Insights and Behaviour
Explore market metrics and how they apply to market research.

Module 3 Market Trends and Competitor Analysis
Learn how to analyse secondary research findings.

Module 4 Collecting and Leveraging Customer Data
Discover how to perform primary research effectively and ethically.

Module 5 Data Interpretation and Storytelling
Establish how to analyse and present your research findings.

Module 6 Staying Ahead of the Curve
Reflect on the future of market research in organisations.

YOUR COURSE CO-CONVENORS

Dr James Lappeman

Head of Projects, UCT Liberty Institute of Strategic Marketing

Lappeman is head of projects at the UCT Marketing Institute. He has a PhD in marketing, specialising in consumer behaviour, and has lectured and supervised both undergraduate and postgraduate students in a range of marketing disciplines. Lappeman also holds a Bachelor of Business Science (Marketing) and a master’s in social science. He has lectured, convened and moderated courses at UCT’s School of Management Studies, UCT’s Graduate School of Business, Henley Business School, Vega, Red & Yellow, GetSmarter and Educate24. Lappeman has published research in both local and international journals and co-edited Marketing in South Africa (Van Schaik, 2017).

Paul Egan

Managing Consultant, UCT Liberty Institute of Strategic Marketing

Egan manages the UCT Marketing Institute and is responsible for overseeing all major research assignments. Egan has an MBA from the UCT Graduate School of Business and has more than 15 years marketing experience with companies like Barclays, Telewest, LondonWaste and The Qualitative Consultancy.

AN ONLINE EDUCATION THAT SETS YOU APART

This UCT online short course is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:

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Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities, entirely online and in your own time

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Enjoy a personalised, people-mediated online learning experience created to make you feel supported at every step

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Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones

GET MORE INFORMATION

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