Free course

Understanding your customers

Free statement of participation on completion
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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.


Course learning outcomes

After studying this course, you should be able to:

  • understand some essential concepts of consumer and business buying behaviour
  • explain key ways in which business-to-business marketing is different from consumer marketing
  • improve the value of your customer relationships.

First Published: 06/11/2020

Updated: 06/11/2020

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