Об этом курсе: 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!
Для кого этот курс: 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.
Автор: IE Business School
Преподаватели: Shameek Sinha, Professor
Marketing
| Основные сведения | Курс 1 из 5 — Marketing Strategy Specialization |
| Уровень | Начинающий |
| Выполнение | 4 weeks of study, 1-2 hours/week |
| Язык | English, Субтитры: Spanish |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
Программа курса
НЕДЕЛЯ 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 видео, 2 материала для самостоятельного изучения
- Видео: Why is Consumer Behavior Important in the Marketing Process Framework?
- Видео: The Consumer Behavior Process
- Видео: The Consumers' Attitudes Perspective
- Видео: The Contiuum of Consumers' Thought Process
- Видео: Prospect Theory: How Your Customers' Rationality Affects Their Decisions
- Видео: Understanding Your Customers' Limits
- Видео: 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
Оцениваемый: Graded Quiz
НЕДЕЛЯ 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 видео, 1 материал для самостоятельного изучения
- Видео: Need Recognition and Information Search
- Видео: Evaluation of Alternatives & Purchase
- Видео: Post-Purchase Evaluation
- Видео: What Constraints do Consumers Enounter?
- Видео: Information Processing and Overload
- Видео: How Perceptions & Attitudes Affect Consumers' Decisions
- Reading: Reading: Consumer Attitudes and Perceptions on Sustainability
Оцениваемый: Graded Quiz
НЕДЕЛЯ 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 видео
- Видео: The Steps to Conducting Marketing Research
- Видео: Types of Market Research
- Видео: Exploratory, Descriptive and Causal Research – Part I
- Видео: Exploratory, Descriptive and Causal Research – Part II
- Видео: Types of Experimentation
- Видео: Validity & Reliability
- Видео: Types of Experimental Designs
Оцениваемый: Graded Quiz
НЕДЕЛЯ 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 видео, 1 материал для самостоятельного изучения
- Видео: Secondary Data & Scales of Measurement
- Видео: How to Design a Questionnaire
- Видео: How to Measure and Scale our Consumers' Attitudes
- Reading: Self-Reports: How the Questions Shape the Answers
- Видео: Target Population and Sampling
- Видео: Categorical Data, Metric Data & Hypothesis Testing
Оцениваемый: Graded Quiz
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Авторы
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.
Стоимость
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Рейтинги и отзывы
some concepts were hard to understand without any examples provided. But overall i learned a lot and recommend the course.
Very interesting explanations on the consumer decision making process. Help us to think using real life examples.
Actually, the Course is Valuable and Prof. explaination is very good and Clear
I recommend it for all who need to update his knowledge and to have an excellent refrence .
Raif Moalla
clear..
I
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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.