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Understanding The Market

My Distance Learning College


In this course, we look at buyer behavior, market segmentation and marketing research. We review the importance of understanding the market as the first step in delivering the organization's marketing objectives. The course will cover one of the most important marketing tools, market segmentation.

In this course, you will look at the early stages of the plan, finding out about customer buying behavior and customer needs. You will also be looking at ways to make this knowledge gathering more efficient, through the techniques of marketing research.

Through understanding buyer behavior, market segmentation and marketing research, an organization can improve effectiveness of the marketer's task of matching the supplier's offerings to the customer's needs. These three areas make the buying and selling process truly "win-win".

After participating in this course, you should be able to:

  • Define the marketing concept
  • Define marketing as a business orientation and as a business activity
  • Distinguish between different business orientations
  • Recognize the management issues involved in creating a market-driven organisation
  • Define what is meant by the marketing mix, and identify its key elements and the characteristics of an effective mix
  • Identify and describe the key stages in the marketing planning process
  • Identify key changes in the marketing environment, and how these may impact on marketing decisions.


Understanding The Market Certificate

Understanding The Market Certificate issued by My Distance Learning College, entitling you to use the letters SAC Cert after your name.


After each lesson there will be a question paper, which needs to be completed and submitted to your personal tutor for marking. This method of continual assessment ensures that your personal tutor can consistently monitor your progress and provide you with assistance throughout the duration of the course.

course quick facts
course code DED9338
cost $93.00
estimated time to
complete course
20 Hours
course materials
365 Days