Об этом курсе
4.2
Оценки: 688
Рецензии: 148
Your marketing quest begins here! The first course in this specialization lays the neccessary groundwork for an overall successful marketing strategy. It is separated into two sections: Market Research and Consumer Behavior. Gain the tools and techniques to translate a decision problem into a research question in the Market Research module. Learn how to design a research plan, analyze the data gathered and accurately interpret and communicate survey reports, translating the results into practical recommendations. You will then focus in on the consumer decision-making process, highlighting the key moments from identifying a need to buying and consuming a product. Adopt a true “consumer focus” in your managerial decisions by analyzing how consumers make decisions, what happens (in their hearts and minds) at different stages of the decision making process, and the variables that influence those decisions. This course will equip you with the knowledge required to understand the state of your product before approaching the market strategy. There’s no better place to build the foundations of your marketing journey!...
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Beginner Level

Начальный уровень

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Approx. 7 hours to complete

Предполагаемая нагрузка: 4 weeks of study, 1-2 hours/week...
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Субтитры: English, Spanish...

Приобретаемые навыки

Market ResearchConsumer BehaviourData Analysis
Globe

Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Beginner Level

Начальный уровень

Clock

Approx. 7 hours to complete

Предполагаемая нагрузка: 4 weeks of study, 1-2 hours/week...
Comment Dots

English

Субтитры: English, Spanish...

Программа курса: что вы изучите

Week
1
Clock
1 ч. на завершение

Consumer Behavioral Fundamentals

This Course consists of two blocks: Marketing Research and Consumer Behavior. First, learners will see the tools and methods to be able to effectively conduct (or hire) and interpret marketing research. Second, they will learn the foundations of consumer behavior and the consumer decision-making process and how to use this knowledge in the formulation of effective marketing strategies and tactic. In this first module, you will head-dive into your consumer's thought-processes to really get to know what makes them tick, and, more specifically, what makes them make their purchase decisions. Getting into the mind of your customer is the first step in developing a marketing strategy that is effective....
Reading
8 видео (всего 39 мин.), 1 материал для самостоятельного изучения, 1 тест
Video8 видео
Why is Consumer Behavior Important in the Marketing Process Framework?6мин
The Consumer Behavior Process8мин
The Consumers' Attitudes Perspective4мин
The Contiuum of Consumers' Thought Process5мин
Prospect Theory: How Your Customers' Rationality Affects Their Decisions5мин
Understanding Your Customers' Limits4мин
The Continuum of Buying-Decision Behavior4мин
Reading1 материал для самостоятельного изучения
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18мин
Quiz1 практическое упражнение
Graded Quiz24мин
Week
2
Clock
2 ч. на завершение

The Consumer Decision Process

Module 2 will guide you through the consumer decision-making process. Here you will explore how a potential-buyer researches a product, how they make their purchase decision, and their post-purchase evaluation. You will also understand the difference between consumer markets and business markets. ...
Reading
7 видео (всего 36 мин.), 1 материал для самостоятельного изучения, 1 тест
Video7 видео
Need Recognition and Information Search4мин
Evaluation of Alternatives & Purchase4мин
Post-Purchase Evaluation4мин
What Constraints do Consumers Enounter?4мин
Information Processing and Overload7мин
How Perceptions & Attitudes Affect Consumers' Decisions6мин
Reading1 материал для самостоятельного изучения
Reading: Consumer Attitudes and Perceptions on Sustainability50мин
Quiz1 практическое упражнение
Graded Quiz12мин
Week
3
Clock
1 ч. на завершение

Marketing Research Fundamentals

In the second half of this course, you will explore the world of marketing research. In Module 3, Professor Sinha will share with you the importance of market research and how to acquire data. Later, you will delve into the different types of experimental research and design....
Reading
8 видео (всего 42 мин.), 1 тест
Video8 видео
The Steps to Conducting Marketing Research5мин
Types of Market Research7мин
Exploratory, Descriptive and Causal Research – Part I5мин
Exploratory, Descriptive and Causal Research – Part II3мин
Types of Experimentation4мин
Validity & Reliability4мин
Types of Experimental Designs3мин
Quiz1 практическое упражнение
Graded Quiz14мин
Week
4
Clock
1 ч. на завершение

Marketing Research Data Collection & Analysis

In the last Module of this course, you will learn with more detail the various types of data acquired during the marketing research process and how to evaluate and assess it. Discovering the importance of, and how to create an effective survey, will also be covered.In the second half of this course, you will explore the world of marketing research. ...
Reading
6 видео (всего 30 мин.), 1 материал для самостоятельного изучения, 1 тест
Video6 видео
Secondary Data & Scales of Measurement4мин
How to Design a Questionnaire6мин
How to Measure and Scale our Consumers' Attitudes6мин
Target Population and Sampling2мин
Categorical Data, Metric Data & Hypothesis Testing5мин
Reading1 материал для самостоятельного изучения
Self-Reports: How the Questions Shape the Answers40мин
Quiz1 практическое упражнение
Graded Quiz14мин
4.2
Direction Signs

80%

начал новую карьеру, пройдя эти курсы
Briefcase

83%

получил значимые преимущества в карьере благодаря этому курсу
Money

17%

стал больше зарабатывать или получил повышение

Лучшие рецензии

автор: MGMay 5th 2018

I have learnt so much on the fundamentals of Consumer Behaviour and Market Research. Thank you to Professor Sameek Sinha for the guidance and excellent delivery of the module lesson.

автор: DPAug 17th 2018

The lessons are well planned and have very good insights. The explanation of concepts with real time examples with help of video is awesome. A very well designed course.

Преподаватель

Shameek Sinha

Professor
Marketing

О IE Business School

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

О специализации ''Marketing Strategy'

Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start? Cover the concepts and tools you need to successfully develop a marketing strategy for a business, product or service. Begin by understanding consumers and the main market research techniques, then learn how to correctly segment, target and position your product to achieve success. Continue by analyzing the four critical areas in marketing, the famous four Ps of Product, Price, Promotion and Place. Finally, get the backing your ideas deserve and communicate the actions through a Marketing Plan. In the final capstone project you will develop a Marketing Plan for a product or service....
Marketing Strategy

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  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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