This course has explored the importance and relevance of understanding customers, not only as business owners, marketers or potential students, but as customers themselves.
It has examined some key marketing concepts and terminology and discussed contemporary approaches to understanding customer behaviour and how behaviour may be interpreted or used to generate certain responses, improving the value of customer relationships.
It has also highlighted some differences between consumer and business-to-business marketing in terms of relationships and decision-making.
If you are thinking of taking your marketing studies further, you may wish to consider embarking on a BA (Honours) Business Management (Marketing) degree. The material for this course is an adapted extract from, a mandatory module in Stage 2 of the degree, which you can learn more about in the video below.