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Last updated:

April 7, 2022


Unlimited Duration


This course includes:

Unlimited Duration

Badge on Completion

Certificate of completion

Unlimited Duration


This 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 customers.

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.

Course Curriculum

  • Introduction 00:10:00
  • Learning outcomes 00:05:00
    • Why should you care about your customers? 00:05:00
    • Session learning outcomes 00:05:00
    • What is Marketing? 00:15:00
    • Getting to grips with customers 00:15:00
    • Marketing as an exchange process 00:15:00
    • You as a customer 00:10:00
    • Customer experience management 00:15:00
    • Summary 00:05:00
    • Understanding customer behaviour 00:05:00
    • Session learning outcomes 00:05:00
    • Insights from behavioural economics 00:15:00
    • Key insights from behavioural economics 00:15:00
    • Neuromarketing 00:15:00
    • Consumer culture theory 00:15:00
    • Summary 00:05:00
    • Customers in organisations 00:05:00
    • Session learning outcomes 00:03:00
    • Business-to-business marketing at work 00:10:00
    • Definition of business-to-business marketing 00:05:00
    • Business decision makers 00:10:00
    • Relationships in business-to-business marketing 00:15:00
    • Summary 00:05:00
    • Conclusion 00:10:00

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Open University UK