课程信息
4.2
751 个评分
164 个审阅
专项课程
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

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初级

初级

完成时间(小时)

完成时间大约为8 小时

建议:4 weeks of study, 1-2 hours/week...
可选语言

英语(English)

字幕:英语(English), 西班牙语(Spanish)

您将获得的技能

Market ResearchConsumer BehaviourData Analysis
专项课程
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

完成时间(小时)

完成时间大约为8 小时

建议:4 weeks of study, 1-2 hours/week...
可选语言

英语(English)

字幕:英语(English), 西班牙语(Spanish)

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 1 小时

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....
Reading
8 个视频 (总计 39 分钟), 1 个阅读材料, 1 个测验
Video8 个视频
Why is Consumer Behavior Important in the Marketing Process Framework?6分钟
The Consumer Behavior Process8分钟
The Consumers' Attitudes Perspective4分钟
The Contiuum of Consumers' Thought Process5分钟
Prospect Theory: How Your Customers' Rationality Affects Their Decisions5分钟
Understanding Your Customers' Limits4分钟
The Continuum of Buying-Decision Behavior4分钟
Reading1 个阅读材料
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18分钟
Quiz1 个练习
Graded Quiz24分钟
2
完成时间(小时)
完成时间为 2 小时

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. ...
Reading
7 个视频 (总计 36 分钟), 1 个阅读材料, 1 个测验
Video7 个视频
Need Recognition and Information Search4分钟
Evaluation of Alternatives & Purchase4分钟
Post-Purchase Evaluation4分钟
What Constraints do Consumers Enounter?4分钟
Information Processing and Overload7分钟
How Perceptions & Attitudes Affect Consumers' Decisions6分钟
Reading1 个阅读材料
Reading: Consumer Attitudes and Perceptions on Sustainability50分钟
Quiz1 个练习
Graded Quiz12分钟
3
完成时间(小时)
完成时间为 1 小时

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....
Reading
8 个视频 (总计 42 分钟), 1 个测验
Video8 个视频
The Steps to Conducting Marketing Research5分钟
Types of Market Research7分钟
Exploratory, Descriptive and Causal Research – Part I5分钟
Exploratory, Descriptive and Causal Research – Part II3分钟
Types of Experimentation4分钟
Validity & Reliability4分钟
Types of Experimental Designs3分钟
Quiz1 个练习
Graded Quiz14分钟
4
完成时间(小时)
完成时间为 1 小时

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. ...
Reading
6 个视频 (总计 30 分钟), 1 个阅读材料, 1 个测验
Video6 个视频
Secondary Data & Scales of Measurement4分钟
How to Design a Questionnaire6分钟
How to Measure and Scale our Consumers' Attitudes6分钟
Target Population and Sampling2分钟
Categorical Data, Metric Data & Hypothesis Testing5分钟
Reading1 个阅读材料
Self-Reports: How the Questions Shape the Answers40分钟
Quiz1 个练习
Graded Quiz14分钟
4.2
164 个审阅Chevron Right
职业方向

80%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利
职业晋升

17%

加薪或升职

热门审阅

创建者 DSOct 19th 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!

创建者 MGMay 5th 2018

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.

讲师

Avatar

Shameek Sinha

Professor
Marketing

关于 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....

关于 Marketing Strategy 专项课程

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....
Marketing Strategy

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