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.
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About this Course
최근 조회 45,516회
학습자 경력 결과
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이 강좌를 수료한 후 새로운 경력 시작하기
52%
이 강좌를 통해 확실한 경력상 이점 얻기
귀하가 습득할 기술
Market ResearchConsumer BehaviourData Analysis
학습자 경력 결과
68%
이 강좌를 수료한 후 새로운 경력 시작하기
52%
이 강좌를 통해 확실한 경력상 이점 얻기
공유 가능한 수료증
완료 시 수료증 획득
100% 온라인
지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
다음 전문 분야의 5개 강좌 중 1번째 강좌:
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초급 단계
완료하는 데 약 8시간 필요
권장: 4 weeks of study, 1-2 hours/week
영어
자막: 영어
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IE 경영대학원
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.
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완료하는 데 1시간 필요
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.
완료하는 데 1시간 필요
8개 동영상 (총 39분), 1 reading, 1 quiz
8개의 동영상
Why is Consumer Behavior Important in the Marketing Process Framework?6m
The Consumer Behavior Process8m
The Consumers' Attitudes Perspective4m
The Contiuum of Consumers' Thought Process5m
Prospect Theory: How Your Customers' Rationality Affects Their Decisions5m
Understanding Your Customers' Limits4m
The Continuum of Buying-Decision Behavior4m
1개의 읽기 자료
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18m
1개 연습문제
Graded Quiz24m
완료하는 데 2시간 필요
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.
완료하는 데 2시간 필요
7개 동영상 (총 36분), 1 reading, 1 quiz
7개의 동영상
Need Recognition and Information Search4m
Evaluation of Alternatives & Purchase4m
Post-Purchase Evaluation4m
What Constraints do Consumers Enounter?4m
Information Processing and Overload7m
How Perceptions & Attitudes Affect Consumers' Decisions6m
1개의 읽기 자료
Reading: Consumer Attitudes and Perceptions on Sustainability50m
1개 연습문제
Graded Quiz12m
완료하는 데 1시간 필요
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.
완료하는 데 1시간 필요
8개 동영상 (총 42분)
8개의 동영상
The Steps to Conducting Marketing Research5m
Types of Market Research7m
Exploratory, Descriptive and Causal Research – Part I5m
Exploratory, Descriptive and Causal Research – Part II3m
Types of Experimentation4m
Validity & Reliability4m
Types of Experimental Designs3m
1개 연습문제
Graded Quiz14m
완료하는 데 1시간 필요
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.
완료하는 데 1시간 필요
6개 동영상 (총 30분), 1 reading, 1 quiz
6개의 동영상
Secondary Data & Scales of Measurement4m
How to Design a Questionnaire6m
How to Measure and Scale our Consumers' Attitudes6m
Target Population and Sampling2m
Categorical Data, Metric Data & Hypothesis Testing5m
1개의 읽기 자료
Self-Reports: How the Questions Shape the Answers40m
1개 연습문제
Graded Quiz14m
검토
4.2
MARKET RESEARCH AND CONSUMER BEHAVIOR의 최상위 리뷰
DS 제공Oct 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!
JH 제공Oct 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.
AD 제공Oct 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.
MG 제공Feb 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.
AS 제공Jun 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.
A 제공Feb 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!
SM 제공Sep 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
DP 제공Aug 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.
SN 제공Jun 17, 2019
Great Course with excellent explanation.\n\nIt looks like very basic course for 1st and 2nd weeks. But you will be learning the deep stuff as we go on through course
SG 제공Dec 23, 2017
The course was very helpfiul. A few practical examples could have been added. In market research segment, having few mathematical methods could have been more help.
LW 제공Feb 27, 2017
This was a great course - a fantastic introduction to Marketing Research and Consumer Behaviour - packed with good info delivered in an easy to follow way.
CH 제공May 14, 2018
Some of the videos do not have transcript which makes it a little tedious to take notes on the go. It would be perfect if transcripts are all available.
BA 제공Oct 13, 2017
Good subject for the ones who have interest in understanding consumer behaviour patterns and implementing the right marketing strategies for the same.
OO 제공Apr 20, 2019
excellent presentation of course full of technical details,but a lot more explanation will be helpful to those without a quantitative background
DH 제공Nov 12, 2018
A very nicely elaborated courses. Not challenging at all with a great structure for the continuation of research or marketing education.
JH 제공Jan 5, 2020
the information i acquired during this study would help me significantly in achieving the goals i have set for myself for 2020.
IE 제공Nov 5, 2019
Concise but may be need detailed power point rather than overwhelmed transcript as it will be easier to take it as a reference.
SB 제공Mar 21, 2019
great learning design and concise.\n\nI would appreciate if it could be made jargon free at certain parts or add more context.
BF 제공Jul 6, 2019
It's a great course with great content but sometimes i felt that the videos need to have some more data to comprehend more.
NS 제공Dec 15, 2019
This course has made me more aware about market dynamics and the research methods to adopt in embarking on market research
마케팅 전략 전문 분야 정보
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.
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