Market research plays an essential role in the collection of important information and data that drives business decision-making.
Market Research Analytics is an online professional development program that will give you an understanding of how market research is conducted, how it’s planned, how to identify and evaluate marketing opportunities and interpret market trends and development.
In this online market research course, you will gain the skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing the characteristics of possible markets and assessing the viability of changes to operations.
On completion of this course you will feel confident to add value to an organisation’s marketing efforts, pursue further studies in marketing or gain an entry-level role in this exciting industry sector.
Course Structure
Unit 1 - Assess marketing opportunities
- What is the market?
- Finding and selecting the target market
- Understanding objectives
- Knowing the starting point
- Create a strategy
- Business and marketing objectives
- Structure and plans
- Gaps in the market
- Existing marketing clients
- Collecting information
- Review existing marketing clients and external environment
- Research and document marketing opportunities
- Using statistics
- Perform a market segmentation
- Criteria for market segments
- Market analysis
- Analysis methods
- PESTL analysis
- COSMIC analysis
- SWOT analysis
- Profiling the market
- Identify opportunities
- Industry overview
- Analyse opportunities against marketing objectives
- Branding and positioning
- Communication channels
- Best practice
- Benchmarking
- Planning and selecting a strategy
- Budgets and common measures
- Documenting opportunities
- Planning presentation
- Documenting, objectives
- Description of target market
- Sales analysis
- Action steps
- Rationale
- Timelines measures and expected outcomes
- Contingencies
- Revise and feedback
- Approval
Unit 2 - Plan market research
- Market research
- Market intelligence system
- Communications
- Customer-driven company culture
- Enterprise activity
- Best practice
- Forecasting
- Sales data
- Financial data
- Determine research needs
- Market segmentation
- Problem definition
- Statement inclusion/ structure
- Potential competitors
- Customer profiles
- Products and services
- Promotions
- Market research objectives
- Define objectives
- Situation analysis
- Marketing mix
- Project scoping
- Project justification
- Deliverables
- Success criteria
- Work breakdown structure (WBS)
- Completion criteria
- Constraints
- Legislations and regulations
- Staff consultation
- SWOT analysis
- SMART objectives
- Data gathering methods
- Data sources (primary and secondary)
- Qualitative information
- Government statistics
- Industry trade associations
- Customer feedback channels
- Consumer behaviour
- Mystery shopping
- Social networking sites
- Data editing and coding
- Statistical data
- Values and scoring
- Specialist software packages
- Data processing services
- Decision on data types
- Data quality and validity
- Market research plan
- Estimate and timelines
- Budget
- Plan feasibility
- Research design
- Secondary research
- Cost-benefit assessment
- Potential research issues
- Make or buy analysis
- Budget constraints
- Plan design and approval
- Sell the plan
Unit 3 - Identify and evaluate marketing opportunities
- Marketing opportunities
- Business needs
- Business to business marketing
- Potential new markets
- Innovative approaches
- Potential marketing opportunities
- Knock-out factors
- Ethical principles
- Rank marketing opportunities
- Financial viability
- External factors
- Return on investment
- Changes to current operations
- Resource requirements
- Re-tooling
- New marketing opportunities
Unit 4 - Interpret Market Trends and Developments
- Statistical analysis
- The research processes
- Trends and developments
- Trend analysis
- Data
- Target market
- Market segment
- Factor and cluster analysis
- Analysis
- Interpreting data
- Multivariate analysis
- Time series analysis
- Pie charts, bar graphs and histograms
- Performing qualitative analysis
- Data quality
- Analysing market performance
- Potential opportunities or threats
- Competitor analysis
- Comparative analysis
- Competitive analysis
- Competitor profiling
- Analysing performance data
- Over and underperforming products and services
- Product life cycles – The 4 phases
- Product performance testing
- The Boston Matrix
- Buying pattern analysis
- Forecasting market needs
- The need to forecast
- External trends
- Forecasting models
- Capacity needs
- Information sources
- Preparing reports on market data
- Presenting data
- Chart elements
- Legends and labels
- Getting other opinions
- Using colours
- Keeping it simple
- Word count
- Tips in using visual presentations
- Reporting on data
- Submitting and presentation of reports
- Structuring reports
Study Hours
Estimated duration 60 Hours
Course Delivery and Start
Start anytime, self-paced and 100% Online
Assessment
Assessment will be comprised of written exercises, including short-answer questions, reflective tasks, short reports and/or projects. There are no examinations or due dates for assessment. As a result, you can complete training in your own time and at your own pace with the assistance of unlimited tutor support.
Testimonials
It was a well structured and educational course
D. Lee, Mill Park, VIC | Market Research Analytics
Course FAQs
Why Choose Australian Online Courses?
- Professional development that is widely recognised and respected;
- Improve your employment opportunities;
- Study online, anywhere via our elearning system;
- High-quality professional development programs written by industry experts;
- All course materials provided online – no textbooks to buy;
- Unlimited tutor support via email;
- We offer twelve (12) months’ access, with extensions available upon application (fees apply);
- Course may be tax deductible; see your tax advisor.
Are there any entry requirements or pre-requisites?
There are no entry requirements or pre-requisites for entry into this program.
How long will it take to complete this course?
The approximate study hours for this course is 60 hours. Twelve (12) months’ access, with extensions available upon application (fees apply).
Can I purchase optional printed materials?
Yes! The cost for printed materials for this course is $50 per unit. Total cost for optional printed materials is: $200.00. Printed materials are available for purchase at any time and not require to complete this course. Everything you need to complete the course is provided online via our e-learning system.
When can I start this course?
You can start within 60 minutes during business hours when you enrol and pay in full with a credit card!
Credit card: Within 60 mins during business hours.
BPAY: Within 1-2 working days.
Internet Banking: Within 1-2 working days.
Cheque/Money Order: Upon receipt of mailed cheque.
Will I receive a certificate upon completion of this course?
Yes! You will receive a Certificate of Attainment upon successful completion of your assessment.
Do I need to attend classes or undertake any work placements?
No. All courses are delivered online via our e-learning system and there are no work placement requirements in this course.
What support can I expect from Australian Online Courses?
Unlimited tutor support is available throughout your studies via email during business hours Monday to Friday. Our Administrative team are available Monday to Friday via email, live chat and telephone.
I am an international student. Can I enrol into this course?
Yes! We accept enrolments from individuals both within Australia and internationally; location is no barrier to entry into our programs.
Payment Options
Visa, Mastercard, BPAY and Direct Deposit
Career Pathways
Future growth
Strong
Unemployment
Low
- Marketing Assistant
- Administration Coordinator – Market Research
- Market Research Internship
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