Course information

Registration Closes:
19 January 2021
Course Starts:
27 January 2021
6 weeks, excluding orientation
6–8 hours per week, entirely online
USD $1,900
Payment Options
Medill School of Journalism, Media, Integrated Marketing Communications


As the business landscape evolves, establishing a customer-centric organization has become increasingly important to ensuring success. But, in order to do this, companies need professionals with the skills to turn the insights they gain from the immense volumes of consumer data available today into actions.

Gain the enhanced skills needed to understand consumer behavior and customer expectations to improve decision-making in your organization in the Market Research online short course from Medill at Northwestern University. Over six weeks, you will examine consumer buying habits and discover the underlying motivations that influence their relationship with a brand. You will also learn how to use exploratory, descriptive and predictive analytics to identify, target and engage customers to create more personalized product and service offerings. At the end of the course, you will walk away with the tools and techniques required to draw actionable insights from market research data, and develop a successful product strategy that will help drive business growth.

Download course prospectus

What will set you apart

On completion of this course, you’ll walk away with:

  • The skills to build a data-driven decision-making plan using market research

  • The ability to manage and grow customer loyalty through analyzing consumer behavior insights

  • The tools to determine opportunities and trends in the market to strengthen your organization’s position and set yourself apart from your competitors

  • In-depth knowledge of how digital technologies can be used in your company to anticipate customer expectations

Is this course for you?

This course is designed to empower professionals across a variety of business functions with innovative techniques to turn consumer data into business insights that will help drive success. Individuals currently in a marketing or market research role will hone and update their skills to improve performance in their role. Those with some experience working with market research and consumer data, and who are looking to make a career change into the field, will benefit from this course. Executives and leaders of small businesses that do not necessarily have a market research department and need to enhance their understanding of what drives their customer to inform their product strategy will also find value in this course.

Course curriculum

Learn to leverage data to anticipate customer needs and build loyalty as you work through the weekly modules of this online short course.

  • Orientation Module Welcome to your Online Campus
  • Module 1 The Importance of Market Research in Achieving Business Goals
  • Module 2 Market Intelligence and Consumer Insights
  • Module 3 Using Research Design to Transform Insight Into Action
  • Module 4 From Behavioral Insights to Long-Term Value
  • Module 5 The Learning Organization — Anticipating Your Customer’s Future
  • Module 6 Consumer Insights and Analytics

Your Academic Director

The design of this online course is guided by Northwestern Medill faculty, as well as industry experts, who will share their experience and in-depth knowledge with you throughout the course.

Vijay Viswanathan

Vijay Viswanathan

Associate Dean and Associate Professor of Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University

About the certificate

Explore a comprehensive approach to market research and earn an official certificate of completion from Medill at Northwestern University.

Your certificate will be issued in your legal name and sent to you upon successful completion of the course, as per the stipulated requirements.


When do I start?

Our next available short course starts 27 January 2021.

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Still have a question? These may help


    You can either pay your tuition fees in full before the course starts, or you may opt for a two-part payment plan for courses nine weeks and shorter. For courses ten weeks or longer, there is a three-part payment plan available. To find out more on payment options please visit our Payment and Financing page.

    If you want to find out more about any of these options or you want to know which you qualify for please get in contact with an Enrolment Advisor here.


    GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.

    At the beginning of each week you'll be presented with all the lectures, notes and assignments necessary for completion. You also have access to your Success Advisor who will help you set goals and track key milestones, manage your time, and field any administrative requests you might have.


    By improving your skills and industry knowledge, you'll be having an influence on the success of your organisation.

    Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?

    37% of our past students receive financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to receive financial assistance from your employer.


    The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats, including: interactive video lectures, module notes, practice quizzes, Prezis, assignment briefs, and additional web resources.

    On the Online Campus, you'll also be able to ask questions and interact with your fellow students and Head Tutor through the Online Campus discussion forums. If you're experiencing tech issues or need advice from your personal Success Advisor, you can use the Online Campus to get in touch.