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Introduction
Adopt a customer-centric focus in your business with innovative techniques that can be employed to turn data into actionable insights.
This Program Is for You If
You are a market research or marketing professional interested in refining your skills to remain relevant in a dynamic business environment.
You are an analyst, strategist, or consultant with experience in consumer data looking to make a career switch to the market research space.
You are a business leader needing to enhance your understanding of what drives a customer to better inform your product strategy.
You Will Walk Away With
The skills to use market research to integrate customer, business, and market information into a data-driven decision-making plan for your organization.
The ability to leverage behavioral insights and analytics to build and manage customer loyalty and customer lifetime value to drive long-term growth.
The tools to identify opportunities and emerging market trends to strengthen your company’s position and maintain a competitive edge.
An understanding of how digital technologies can help your organization anticipate your customers’ future wants and needs.
Program Outline
Over the duration of this online course, you will work through the following modules:
Module 1The Importance of Market Research in Achieving Business Goals
Learn about the role of data in market research, the potential pitfalls when collecting and managing this data, and market research’s key metrics for measuring business goals.
Module 2Market Intelligence and Consumer Insights
Use market research techniques to investigate the internal and external elements that shape an organization’s market research environments.
Module 3Using Research Design to Transform Insight Into Action
Discover how market research can be used to inform digital strategy.
Module 4From Behavioral Insights to Long-Term Value
Learn how to build and manage customer loyalty and customer lifetime value to drive growth.
Module 5The Learning Organization — Anticipating Your Customer’s Future Needs
Learn how to prepare for the future with digital transformation.
Module 6Consumer Insights and Analytics
Compile insights and analytics report for organizational success.
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FAQs
Visit the course page to find out more about upcoming session dates, program price, and more:
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An Online Education That Sets You Apart
This Northwestern Medill 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:
Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities, entirely online and in your own time.
Enjoy a personalized, people-mediated online learning experience created to make you feel supported at every step.
Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.
About the School
The Kellogg School of Management at Northwestern University is dedicated to educating and inspiring brave leaders who build strong organizations. Growth is a challenge every leader and organization co
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The Kellogg School of Management at Northwestern University is dedicated to educating and inspiring brave leaders who build strong organizations. Growth is a challenge every leader and organization confronts — across sectors, markets, countries and economies. Through a distinctive approach to business thought leadership and a vibrant community-led culture, Kellogg develops courageous, driven, and supportive leaders who wisely leverage the power of markets to create lasting value.
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