Market Research, Consumer Insights, and Competitor Analysis online short course

Course starts 2 November 2020

Course information

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


With the massive amount of consumer data available today, it has become increasingly important for businesses to adequately gather and analyse this information to succeed.

The Market Research, Consumer Insights, and Competitor Analysis online short course from the University of Cape Town (UCT) aims to equip you with the critical skills to interpret customer data and turn it into actionable business insights.

By exploring real-world cases, you’ll discover how market trends and business data can be interpreted and utilised in multiple scenarios and industries. As you gain the relevant tools to understand your market, competitors, and customers, you’ll become better equipped to leverage data-driven insights, enabling you to respond to change more effectively.

You’ll also learn how to conduct your own market research, and lead a team to do the same.

Download course prospectus

What will set you apart

Earn a certificate from UCT in this online course and be empowered to:

  • Gather, interpret, and apply market and consumer data to your decision-making, using a market research framework

  • Understand and apply the tools and methodologies available to conduct market research

  • Conduct a competitor analysis and examine existing trends using tools like Porter’s Five Forces

  • Use data to defend your market position, increase your market share, and set your business apart from competitors

Course curriculum

Guide the strategic direction of your organisation by utilising valuable business insights gathered from data collection and interpretation as you follow your learning path through the weekly modules of this online course:

  • Orientation module Welcome to your Online Campus
  • Module 1 Market-Led Strategies for Solving Business Problems
  • Module 2 Customer Insights and Behaviour
  • Module 3 Market Trends and Competitor Analysis
  • Module 4 Collecting and Leveraging Customer Data
  • Module 5 Data Interpretation and Storytelling
  • Module 6 Staying Ahead of the Curve

Empower your decision-making with data-driven consumer insights

This UCT online short course is delivered in collaboration with GetSmarter. Learn from industry thought leaders as you explore real-life case studies and leverage the learnings of other businesses that have used market research insights.

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

Head of Projects, 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.


Get recognised for your knowledge when you earn an official certificate from UCT – and use it to set yourself apart as someone with the ability to lead positive, strategic business decisions based on consumer-focused research and insights.

Your certificate will be issued in your legal name and couriered to you, at no additional cost, upon successful completion of the course, as per the stipulated requirements. All certificate images are for illustrative purposes only and may be subject to change at the discretion of the University.


When do I start?

Our next available short course starts 2 November 2020.

Get More Information

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

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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.