Exploring User Preferences for Marketing Courses and Learning Platforms: Insights for Developing a User-Centric Educational Space

This study investigates user preferences for marketing courses and online learning platforms, aiming to inform the development of a user-centric educational space tailored to real needs. Through structured interviews with marketing professionals and enthusiasts, data were collected on course preferences, challenges encountered on existing platforms, and desired features. Key findings reveal a demand for personalised, engaging, and accessible learning experiences, with gamification and interactivity as motivating factors. Challenges such as unclear course structures and insufficient practical applications were identified. These insights serve as a foundation for designing a learning platform that bridges the gap between current offerings and user expectations, for a more effective and enjoyable marketing education. Keywords: marketing courses, online learning platforms, user preferences, personalised learning, gamification