About this course: 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!

Who is this class for: This course is aimed at any ambitious, business minded individual who has aspirations to launch their own product or service and/or has an interest in pursuing a career in marketing. A basic understanding of the principles of marketing would be an advantage but it is not essential.

Created by: IE Business School

Taught by: Shameek Sinha, Professor
Marketing

Basic Info	Course 1 of 5 in the Marketing Strategy Specialization
Level	Beginner
Commitment	4 weeks of study, 1-2 hours/week
Language	English, Subtitles: Spanish
How To Pass	Pass all graded assignments to complete the course.
User Ratings	4.1 stars Average User Rating 4.1See what learners said

Syllabus

WEEK 1

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.

8 videos, 2 readings

Video: Course Trailer
Video: Why is Consumer Behavior Important in the Marketing Process Framework?
Video: The Consumer Behavior Process
Video: The Consumers' Attitudes Perspective
Video: The Contiuum of Consumers' Thought Process
Video: Prospect Theory: How Your Customers' Rationality Affects Their Decisions
Video: Understanding Your Customers' Limits
Video: The Continuum of Buying-Decision Behavior
Reading: Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior
Reading: Reading: Thirty Years of Prospect Theory in Economics: A Review and Assessment

Graded: Graded Quiz

WEEK 2

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.

7 videos, 1 reading

Video: Stages of the Consumer Decision-Making Process
Video: Need Recognition and Information Search
Video: Evaluation of Alternatives & Purchase
Video: Post-Purchase Evaluation
Video: What Constraints do Consumers Enounter?
Video: Information Processing and Overload
Video: How Perceptions & Attitudes Affect Consumers' Decisions
Reading: Reading: Consumer Attitudes and Perceptions on Sustainability

Graded: Graded Quiz

WEEK 3

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.

8 videos

Video: The Importance of Marketing Research & Its Role In Marketing Management
Video: The Steps to Conducting Marketing Research
Video: Types of Market Research
Video: Exploratory, Descriptive and Causal Research – Part I
Video: Exploratory, Descriptive and Causal Research – Part II
Video: Types of Experimentation
Video: Validity & Reliability
Video: Types of Experimental Designs

Graded: Graded Quiz

WEEK 4

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.

6 videos, 1 reading

Video: Primary Data in Market Research
Video: Secondary Data & Scales of Measurement
Video: How to Design a Questionnaire
Video: How to Measure and Scale our Consumers' Attitudes
Reading: Self-Reports: How the Questions Shape the Answers
Video: Target Population and Sampling
Video: Categorical Data, Metric Data & Hypothesis Testing

Graded: Graded Quiz

FAQs

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Coursework

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Creators

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.

Pricing

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Ratings and Reviews

Rated 4.1 out of 5 of 281 ratings

Gives a good over-arching introduction to consumer behavior and market research.

Great course. Should be easy for anyone to follow.

Hello... Priyanka singh here from India, I have successfully completed the 4th week assignment and during this time period I had learnt lots of basic terms related Marketing research and Consumer Behaviour. This course is very beneficial for me and hope to learn more in another weeks.

Excelent. Thanks. You should give more examples in some topics.

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