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Introduction to Marketing: Understanding your Customers

Discover the importance of customer personas, and how to create and use them to develop effective marketing plans.

499 enrolled on this course

Introduction to Marketing: Understanding your Customers

499 enrolled on this course

  • 2 weeks

  • 4 hours per week

  • Digital certificate when eligible

Find out more about how to join this course

  • Duration

    2 weeks
  • Weekly study

    4 hours
  • 100% online

    How it works
  • Unlimited subscription

    $244.99 for one whole yearLearn more

Learn how marketing segmentation can boost your campaigns

This course will give you the practical tools to analyse, assess, and improve marketing campaigns using different methods like customer personas, marketing segmentation, and customer relationship management systems.

Develop techniques to analyse consumer data and create customer personas

Understanding your customers is one of the most important parts of marketing and allows you to effectively target communications to the right audience.

One way to do this is by creating customer personas that allow you to easily identify your audiences.

On this course, you’ll find out how to analyse consumer data effectively to segment your customers and improve marketing communications and campaigns.

CRM: what is customer relationship management and why is it essential for marketers?

CRM programmes are vital for marketing teams and often help to link up multiple areas of a business like sales, support, and customer service.

This course will show you how to plan and deliver an effective CRM programme to meet your customers’ needs. By defining your processes and actions, you’ll be able to nurture customer relationships and help achieve your company’s objectives.

With more businesses seeing the benefits of CRM every year, having the skills to deliver a CRM programme and develop a CRM plan is extremely desirable for a career in marketing.

Apply your new skills to build CRM and marketing plans

Using the fundamentals of marketing alongside the new skills from this course, you’ll explore how to develop CRM plans and marketing plans.

With everything that you’ve learned so far, you’ll be able to match the right communication channel to the right audience and create more effective marketing communications.

What topics will you cover?

  1. An introduction to consumer data
  2. How to segment your customer data
  3. Putting personas into action
  4. Delivering a CRM programme
  5. Using customer data
  6. Developing a CRM Plan

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Use marketing techniques to turn data into valuable actionable information
  • Analyse your marketing campaigns
  • Produce a step-by-step plan to improve the marketing activity you do, using insights
  • Use personas in creating effective marketing communications, matching the right communication channel to the right audience

Who is the course for?

This marketing course is designed for anyone looking to enter a career in marketing and covers the fundamentals to get started in the industry.

It’s also suitable for existing marketers wanting to refresh and improve their skills and knowledge.

If you want to gain more knowledge in this area, try these courses, from the same provider:

Who will you learn with?

I have a history of expertise in digital marketing, customer-centric communication strategies, and transforming customer engagement in B2C, B2B and not-for-profit.

I am head of learning at The IDM

Who developed the course?

Institute of Data & Marketing

The Institute of Data & Marketing, part of the Data & Marketing Association, is a leading body for the professional development of data and marketing practitioners.

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Ways to learn

Choose the best way to learn for you!

Subscribe & save

$244.99 for one whole year

Automatically renews

Develop skills to further your career

  • Access to this course
  • Access to 1,000+ courses
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Digital certificate when you're eligible

Cancel for free anytime

Buy this course

$109/one-off payment

Fulfill your current learning need

  • Access to this course
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Printed and digital certificate when you’re eligible

Limited access


Sample the course materials

  • Access expires 6 Mar 2024

Find out more about certificates, Unlimited or buying a course (Upgrades)

Sale price available until 4 March 2024 at 23:59 (UTC). T&Cs apply.

Find out more about certificates, Unlimited or buying a course (Upgrades)

Sale price available until 4 March 2024 at 23:59 (UTC). T&Cs apply.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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