课程信息
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第 1 门课程(共 5 门)

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

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初级

完成时间大约为8 小时

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

英语(English)

字幕:英语(English)

您将获得的技能

Market ResearchConsumer BehaviourData Analysis

第 1 门课程(共 5 门)

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

根据您的日程表重置截止日期。

初级

完成时间大约为8 小时

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

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间为 1 小时

Consumer Behavioral Fundamentals

8 个视频 (总计 39 分钟), 1 个阅读材料, 1 个测验
8 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
1 个阅读材料
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18分钟
1 个练习
Graded Quiz24分钟
2
完成时间为 2 小时

The Consumer Decision Process

7 个视频 (总计 36 分钟), 1 个阅读材料, 1 个测验
7 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
1 个阅读材料
Reading: Consumer Attitudes and Perceptions on Sustainability50分钟
1 个练习
Graded Quiz12分钟
3
完成时间为 1 小时

Marketing Research Fundamentals

8 个视频 (总计 42 分钟), 1 个测验
8 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
1 个练习
Graded Quiz14分钟
4
完成时间为 1 小时

Marketing Research Data Collection & Analysis

6 个视频 (总计 30 分钟), 1 个阅读材料, 1 个测验
6 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
1 个阅读材料
Self-Reports: How the Questions Shape the Answers40分钟
1 个练习
Graded Quiz14分钟
4.2
254 条评论Chevron Right

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来自Market Research and Consumer Behavior的热门评论

创建者 ADOct 13th 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.

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商学院

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 营销战略 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....
营销战略

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