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.
Этот курс входит в специализацию ''Специализация Маркетинговая стратегия'
Market Research and Consumer Behavior
от партнера
Об этом курсе
Недавно просмотрено: 41,407
Карьерные результаты учащихся
68%
начал новую карьеру, пройдя эти курсы
52%
получил значимые преимущества в карьере благодаря этому курсу
Приобретаемые навыки
Market ResearchConsumer BehaviourData Analysis
Карьерные результаты учащихся
68%
начал новую карьеру, пройдя эти курсы
52%
получил значимые преимущества в карьере благодаря этому курсу
100% онлайн
Начните сейчас и учитесь по собственному графику.
Курс 1 из 5 в программе
Гибкие сроки
Назначьте сроки сдачи в соответствии со своим графиком.
Начальный уровень
Прибл. 8 часов на выполнение
Предполагаемая нагрузка: 4 weeks of study, 1-2 hours/week
Английский
Субтитры: Английский
Программа курса: что вы изучите
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.
1 ч. на завершение
8 видео ((всего 39 мин.)), 1 материал для самостоятельного изучения, 1 тест
8 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
1 материал для самостоятельного изучения
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18мин
1 практическое упражнение
Graded Quiz24мин
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.
2 ч. на завершение
7 видео ((всего 36 мин.)), 1 материал для самостоятельного изучения, 1 тест
7 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
1 материал для самостоятельного изучения
Reading: Consumer Attitudes and Perceptions on Sustainability50мин
1 практическое упражнение
Graded Quiz12мин
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.
1 ч. на завершение
8 видео ((всего 42 мин.))
8 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
1 практическое упражнение
Graded Quiz14мин
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.
1 ч. на завершение
6 видео ((всего 30 мин.)), 1 материал для самостоятельного изучения, 1 тест
6 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
1 материал для самостоятельного изучения
Self-Reports: How the Questions Shape the Answers40мин
1 практическое упражнение
Graded Quiz14мин
Рецензии
Лучшие отзывы о курсе MARKET RESEARCH AND CONSUMER BEHAVIOR
от партнера DSOct 18, 2018
This is a very complete course, with a lot of interesting concepts. People without formal studies on marketing who want to have overall, strong and relevant understanding should start right here!
от партнера JHOct 25, 2019
Very interesting course, especially weeks 1 & 2. The quizzes could be longer and less theorical. The course structure is good, even though it felt at times that some parts were missing/mixed.
от партнера ADOct 12, 2019
As a fundamental course in market research and consumer behavior, the course covers major areas that come under research and consumer behavior. I find the flow of the course interesting.
от партнера MGFeb 6, 2020
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.
от партнера ASJun 6, 2019
It is an excellent course to provide quality knowledge on the fundamentals of market research and consumer behaviour. Highly recommended for people interested in core marketing.
от партнера AFeb 8, 2019
Good introductory course to market research. There were a few typos in the slides that made the content a bit confusing, but other than that, this was a good course to take!
от партнера SMSep 19, 2019
It was really nice to learn new things in a very distinguished way. all the points were properly arranged and well sequenced. all points were explained thoroughly. Thank you
от партнера DPAug 16, 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.
О Международная бизнес-школа IE
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.
Специализация Маркетинговая стратегия: общие сведения
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.
Часто задаваемые вопросы
Когда я получу доступ к лекциям и заданиям?
Зарегистрировавшись на сертификацию, вы получите доступ ко всем видео, тестам и заданиям по программированию (если они предусмотрены). Задания по взаимной оценке сокурсниками можно сдавать и проверять только после начала сессии. Если вы проходите курс без оплаты, некоторые задания могут быть недоступны.
Что я получу, оформив подписку на специализацию?
Записавшись на курс, вы получите доступ ко всем курсам в специализации, а также возможность получить сертификат о его прохождении. После успешного прохождения курса на странице ваших достижений появится электронный сертификат. Оттуда его можно распечатать или прикрепить к профилю LinkedIn. Просто ознакомиться с содержанием курса можно бесплатно.
Какие правила возврата средств?
Можно ли получить финансовую помощь?
Остались вопросы? Посетите Центр поддержки учащихся.
