Market Research online short course

Course starts 18 May 2020

Course information

Registration Closes:
12 May 2020
Course Starts:
18 May 2020
6 weeks, excluding orientation
6–8 hours per week, self-paced learning online
ZAR R9,900
Payment Options
University of Cape Town (UCT)


In saturated markets, businesses need a distinct identity and product offering in order to stay ahead. By understanding your market and customers, you can speak directly to their needs and in turn rise above the competition.

The Market Research online short course from the University of Cape Town (UCT) teaches you how to apply marketing insights to your business strategy. By exploring real-world cases, you’ll learn how research data can be leveraged in multiple scenarios and industries. As you gain the relevant tools to understand your market, competitors, and customers, you’ll become better equipped to shape a competitive, data-driven corporate identity. You’ll walk away with a certificate from Africa’s leading university, as well as a market research framework to gather, interpret, and apply market data to your decision-making.


1QS Top Universities (2019). 

Download course prospectus

What will set you apart

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

  • A market research framework that you can use in real-world business situations

  • Tools to understand the market, your competitors, and your customer more accurately

  • The ability to unlock data-driven insights that will set you, and your company, apart

  • Validation of your market research skills in the form of a certificate from UCT


Is this course for you? 


This course is created to empower professionals to use marketing metrics to inform their business decisions. Marketing analysts and managers in particular will benefit from the ability to better understand their audience and market as a whole. The skills taught will also enable product and business development managers to harness valuable insights to shape their strategies and establish a distinct business identity. Both aspiring and current market and consumer analysts will have the opportunity to validate their knowledge by earning a certificate that speaks to their unique skill set in a competitive market. Finally, entrepreneurs will find value in the real life case studies and practical approach to market research, preparing them for a rapidly evolving business landscape.

Course curriculum

Differentiate your brand with a better understanding of consumer insights and target markets as you work through the weekly modules of this online short course.

  • Orientation module Welcome to your Online Campus
  • Module 1 Market research fundamentals
  • Module 2 Market and consumer insights
  • Module 3 Secondary research
  • Module 4 Primary research
  • Module 5 Interpreting and reporting on data
  • Module 6 The future of market research

Empower your decision-making with data-driven insights

This UCT online short course is delivered in collaboration with GetSmarter. Learn from industry thought leaders as you explore real-life business case studies and their application of market research.

Your Course Co-Convenors

The design of this online course is guided by UCT faculty and industry experts who will share their experience and in-depth subject knowledge with you throughout the course.

Dr James Lappeman

Dr James Lappeman

Managing Consultant, UCT Liberty Institute of Strategic Marketing

Lappeman is head of projects at the UCT Marketing Institute. He has a PhD in marketing, specialising in consumer behaviour, and has lectured and supervised both undergraduate and postgraduate students in a range of marketing disciplines. Lappeman also holds a Bachelor of Business Science (Marketing) and a master’s in social science. He has lectured, convened and moderated courses at UCT’s School of Management Studies, UCT’s Graduate School of Business, Henley Business School, Vega, Red & Yellow, GetSmarter and Educate24. Lappeman has published research in both local and international journals and co-edited Marketing in South Africa (Van Schaik, 2017).


Paul Egan

Paul Egan

Managing Consultant, UCT Liberty Institute of Strategic Marketing

Egan manages the UCT Marketing Institute and is responsible for overseeing all major research assignments. Egan has an MBA from the UCT Graduate School of Business and has more than 15 years marketing experience with companies like Barclays, Telewest, LondonWaste and The Qualitative Consultancy.


Learn key market research tactics and earn an official certificate of completion from the University of Cape Town. 

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 18 May 2020.

Get More Information

Enter your information below to view the course prospectus from GetSmarter.

* Required fields

* Please enter a first name
* Please enter a last name
* Please enter a valid email

Yes, I want to receive additional information about Market Research online short course. Please contact me:

* Please select a value
* Please select a value

By consenting to receive communications, you agree to the use of your data as described in our privacy policy. You may opt out of receiving communications at any time.

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 a Course Consultant 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 Manager 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 Manager, you can use the Online Campus to get in touch.