This free course, Understanding your customers, is a short introduction to understanding customers. The course underlines the relevance of understanding customers as individuals, members of society and members of organisations. It clarifies some key marketing concepts and terminology and highlights some differences between consumer and business-to-business marketing. The course is suitable for a variety of learners, including small business owners and those working in small businesses with limited access to specialists, as well as marketing professionals and those thinking about pursuing a course of study to become a marketing professional.This free course is an adapted extract from the Open University course B206 Understanding customers355.Transcript36
Overview
Syllabus
- Introduction
- Learning outcomes
- 1 Why should you care about your customers?
- 1 Why should you care about your customers?
- 1.1 Session learning outcomes
- 1.2 What is Marketing?
- 1.3 Getting to grips with customers
- 1.4 Marketing as an exchange process
- 1.5 You as a customer
- 1.6 Customer experience management
- Summary
- 2 Understanding customer behaviour
- 2 Understanding customer behaviour
- 2.1 Session learning outcomes
- 2.2 Insights from behavioural economics
- Key insights from behavioural economics
- 2.3 Neuromarketing
- 2.4 Consumer culture theory
- Summary
- 3 Customers in organisations
- 3 Customers in organisations
- 3.1 Session learning outcomes
- 3.2 Business-to-business marketing at work
- 3.3 Definition of business-to-business marketing
- 3.4 Business decision makers
- 3.5 Relationships in business-to-business marketing
- Summary
- Conclusion
- References
- Acknowledgements
