Certificate of Achievement
has completed the following course:
Online Business: Customer Profiling for Success
This course explored developing a profile of the customer through conducting market research, identifying customer segments, developing a customer persona, building a customer journey map and considering the importance of targeting marketing messages as a result of marketing attribution.
4 weeks, 2 hours per week
Brett Stavenuiter
Lead Educator
RMIT University
Transcript
Learning outcomes
- Identify who your customers/consumers are by analysing their characteristics, and prepare this information for further research
- Compare the level of involvement and types of purchase, to predict the impact it may have on customer purchase behaviour
- Apply primary and secondary research methods to create a market research plan which better identifies buyer's needs, motivations, and reasons to purchase specific products or services
- Design and construct a customer journey map to describe the process a buyer takes when deciding upon a purchase, by generating customer personas
Syllabus
- The role demographic, psychographic and behavioural characteristics play when layered together to inform the market profile.
- The level of involvement and associated risks applied to online customers that business owners will need to reduce.
- Segmentation techniques to target the right customer base.
- The opportunities that an online entrepreneur would need to identify to grow or enhance current target markets.
- The comparison between difference types of research and the role each one plays together when developing a research plan.
- The types of customer persona tools available when building a visual representation of a typical customer.
- The distinction between the types of customer journeys, current and future state experience, and the service blueprint to inform the path to purchase.
- The marketing attribution which identifies how the marketing messages contribute to the decision when buying a product or service.
Issued on 12th March 2018
The person named on this certificate has completed the activities in the transcript above. For more information about Certificates of Achievement and the effort required to become eligible, visit futurelearn.com/proof-of-learning/certificate-of-achievement.
This certificate represents proof of learning. It is not a formal qualification, degree, or part of a degree.