Marketing: The Role of Analysis in Marketing
Good marketing decisions rest on understanding customers, competitors and the wider environment. This course introduces market research, PESTLE, competitor analysis, SWOT and customer segmentation, then explains key metrics such as reach, engagement, conversion rate, cost per acquisition and customer lifetime value. You will also learn how to use web analytics lawfully, run fair A/B tests, avoid vanity metrics and misleading data, and turn insight into action.
- Modules
- 3
- Duration
- About 20 minutes
- Pass mark
- 80%
- Assessment
- 8 questions from a bank of 12
Learning outcomes
- ✓Explain why analysis matters for marketing decisions.
- ✓Distinguish primary and secondary research, and qualitative and quantitative data.
- ✓Apply PESTLE, competitor analysis and SWOT to a small business.
- ✓Segment customers and handle customer data in line with UK GDPR and PECR.
- ✓Interpret key marketing metrics and run a simple A/B test.
- ✓Avoid vanity metrics and misleading data, and turn insight into action.
Course contents
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Module 1: Why analysis matters and market research
Video (4 scenes) · 1 lessons · 2 practice questions
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Module 2: Analysing the market, competitors and customers
Video (4 scenes) · 2 lessons · 2 practice questions
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Module 3: Metrics, testing and turning insight into action
Video (4 scenes) · 2 lessons · 2 practice questions
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Final assessment & certificate