About this Course
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다음 전문 분야의 4개 강좌 중 4번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

중급 단계

At least 2 years of business experience

완료하는 데 약 12시간 필요

권장: 4 weeks of study, 3-5 hours/week...

영어

자막: 영어
User
Course을(를) 수강하는 학습자
  • Marketing Specialists
  • Marketers
  • Research Assistants
  • Researchers
  • Business Analysts

배울 내용

  • Check

    Synthesize research findings and develop insights

  • Check

    Assess the changing roles of digital and traditional advertising

  • Check

    Apply storytelling strategies in presentations

  • Check

    Demonstrate effective presentation skills and deliver insights

귀하가 습득할 기술

Digital MarketingMarket ImpactData Analysismarket insightsMarketing Intelligence
User
Course을(를) 수강하는 학습자
  • Marketing Specialists
  • Marketers
  • Research Assistants
  • Researchers
  • Business Analysts

다음 전문 분야의 4개 강좌 중 4번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

중급 단계

At least 2 years of business experience

완료하는 데 약 12시간 필요

권장: 4 weeks of study, 3-5 hours/week...

영어

자막: 영어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 4시간 필요

Getting Started & Synthesizing Findings and Deriving Insights

15개 동영상 (총 84분), 7 readings, 1 quiz
15개의 동영상
Synthesizing Findings and Deriving Insights Introduction1m
Finding the Story in Your Research7m
Market Positioning4m
Using Perceptual Maps8m
Market Segmentation5m
Segmentation: Variations and Benefits5m
Conjoint Analysis2m
Performing Conjoint Analysis10m
A Design Checklist of the Who, What, Why, and How7m
Start with your Stakeholders3m
The Art of Storytelling (Past, Present, and Future)3m
Storytelling and the Human Brain5m
Emotional Modulators: Color, Language, and Other Design Elements8m
False Narratives and Data Storytelling6m
7개의 읽기 자료
A Note from UC Davis10m
Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant15m
More on Perceptual Maps15m
Video: The Market Positioning Map5m
A Better Way to Map Brand Strategy20m
Video: Principles of Marketing - Segmentation, Targeting and Positioning20m
Introduction1m
1개 연습문제
Module 1 Quiz30m
2
완료하는 데 4시간 필요

Measuring Various Marketing Efforts

6개 동영상 (총 32분), 6 readings, 1 quiz
6개의 동영상
Advertising and Your Market Research Plan4m
Designing a Digital Advertising Framework7m
Attributing Sales to Advertising5m
Strategizing Social Media and Word of Mouth5m
Building and Tracking Your Social Media Marketing Plan7m
6개의 읽기 자료
Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry15m
Videos: McKinsey & Company on Digital Advertising Framework30m
Quirk's: Is digital media less effective than traditional media?10m
Quirk's: A framework for understanding ad effectiveness15m
Videos on Social Media Marketing1h
Quirk's: The three Cs of social media for organizational leaders10m
1개 연습문제
Module 2 Quiz30m
3
완료하는 데 2시간 필요

Planning to Communicate Findings

7개 동영상 (총 40분), 6 readings, 1 quiz
7개의 동영상
Developing Recommendations11m
Testing and Refining Ideas5m
Use Storytelling to Increase Effectiveness5m
Choosing Best Method to Deliver Findings4m
Data Visualization, Part 15m
Data Visualization, Part 2: Drawbacks of Poor Data Visualizations6m
6개의 읽기 자료
Video: Storytelling: How to tell a Research Story5m
Quirk's: Tips for Communicating MR Insights Using Storytelling10m
Quirk's: With the focus on storytelling, are we forgetting about the data?5m
Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers10m
Video: The Art of Data Visualization10m
Video: David McCandless: The Beauty of Data Visualization20m
1개 연습문제
Module 3 Quiz30m
4
완료하는 데 5시간 필요

Designing and Presenting Ideas

14개 동영상 (총 104분), 4 readings, 2 quizzes
14개의 동영상
Designing Your Visualizations8m
Creating a Presentation, Part 1: Sections and Style4m
Creating a Presentation, Part 2: Building Blocks7m
Creating a Presentation, Part 3: Closing Sections and Guidelines6m
Presenting Your Ideas5m
Design for Understanding5m
Know Your Audience(s)5m
Data Relationships and Design5m
Language, Labeling, and Scales6m
Visual Lies and Cognitive Bias9m
Interview with Robin Boyar12m
Interview with Aaron Carpenter23m
Course Summary2m
4개의 읽기 자료
Quirk's: A guide to using PowerPoint to present research findings15m
Video: David JP Phillips: How to Avoid Death by PowerPoint20m
Quirk's: Three Steps to Better Research Presentations10m
Introduction1m
1개 연습문제
Module 4 Quiz30m

강사

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Robin Boyar

Founder, thinktank research & strategy
UC Davis Division of Continuing and Professional Education
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Ashwin Aravindakshan, PhD

Associate Professor, Graduate School of Management
UC Davis

캘리포니아 대학교 데이비스 캠퍼스 정보

UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact....

시장 연구 전문 분야 정보

"Finding the Story in the Data” is the most important emerging capability for market researchers according to GRIT (Greenbook Research Industry Trends) Report 2016. This specialization, designed for learners with no previous Marketing Research experience teaches a comprehensive marketing research approach that will help learners find and communicate the story in the data. Students will learn how to initiate a research project for targeted business needs, conduct research through multiple modes and datasets, analyze research data, manage suppliers performing specialized research, and deliver recommendations from the research. By the end of the specialization, learners will create and scope a research proposal, conduct desk research, design and test a focus group guide, interpret focus group results, design and implement a survey in Qualtrics, analyze quantitative data, develop insights by synthesizing findings across research methods, create data visualizations in Excel, and develop a presentation of findings with recommendations to stakeholders....
시장 연구

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 강좌를 등록하면 전문 분야의 모든 강좌에 접근할 수 있고 강좌를 완료하면 수료증을 취득할 수 있습니다. 전자 수료증이 성취도 페이지에 추가되며 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 내용만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

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