课程信息

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第 4 门课程(共 4 门)
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中级

At least 2 years of business experience

完成时间大约为15 小时
英语(English)
字幕:英语(English)

您将学到的内容有

  • Synthesize research findings and develop insights

  • Assess the changing roles of digital and traditional advertising

  • Apply storytelling strategies in presentations

  • Demonstrate effective presentation skills and deliver insights

您将获得的技能

Digital MarketingMarket ImpactData Analysismarket insightsMarketing Intelligence
可分享的证书
完成后获得证书
100% 在线
立即开始,按照自己的计划学习。
第 4 门课程(共 4 门)
可灵活调整截止日期
根据您的日程表重置截止日期。
中级

At least 2 years of business experience

完成时间大约为15 小时
英语(English)
字幕:英语(English)

提供方

加州大学戴维斯分校 徽标

加州大学戴维斯分校

教学大纲 - 您将从这门课程中学到什么

1

1

完成时间为 4 小时

Getting Started & Synthesizing Findings and Deriving Insights

完成时间为 4 小时
15 个视频 (总计 84 分钟), 7 个阅读材料, 1 个测验
15 个视频
Synthesizing Findings and Deriving Insights Introduction1分钟
Finding the Story in Your Research7分钟
Market Positioning4分钟
Using Perceptual Maps8分钟
Market Segmentation5分钟
Segmentation: Variations and Benefits5分钟
Conjoint Analysis2分钟
Performing Conjoint Analysis10分钟
A Design Checklist of the Who, What, Why, and How7分钟
Start with your Stakeholders3分钟
The Art of Storytelling (Past, Present, and Future)3分钟
Storytelling and the Human Brain5分钟
Emotional Modulators: Color, Language, and Other Design Elements8分钟
False Narratives and Data Storytelling6分钟
7 个阅读材料
A Note from UC Davis10分钟
Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant15分钟
More on Perceptual Maps15分钟
Video: The Market Positioning Map5分钟
A Better Way to Map Brand Strategy20分钟
Video: Principles of Marketing - Segmentation, Targeting and Positioning20分钟
Introduction1分钟
1 个练习
Module 1 Quiz30分钟
2

2

完成时间为 4 小时

Measuring Various Marketing Efforts

完成时间为 4 小时
6 个视频 (总计 32 分钟), 6 个阅读材料, 1 个测验
6 个视频
Advertising and Your Market Research Plan4分钟
Designing a Digital Advertising Framework7分钟
Attributing Sales to Advertising5分钟
Strategizing Social Media and Word of Mouth5分钟
Building and Tracking Your Social Media Marketing Plan7分钟
6 个阅读材料
Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry15分钟
Videos: McKinsey & Company on Digital Advertising Framework30分钟
Quirk's: Is digital media less effective than traditional media?10分钟
Quirk's: A framework for understanding ad effectiveness15分钟
Videos on Social Media Marketing1小时
Quirk's: The three Cs of social media for organizational leaders10分钟
1 个练习
Module 2 Quiz30分钟
3

3

完成时间为 2 小时

Planning to Communicate Findings

完成时间为 2 小时
7 个视频 (总计 40 分钟), 6 个阅读材料, 1 个测验
7 个视频
Developing Recommendations11分钟
Testing and Refining Ideas5分钟
Use Storytelling to Increase Effectiveness5分钟
Choosing Best Method to Deliver Findings4分钟
Data Visualization, Part 15分钟
Data Visualization, Part 2: Drawbacks of Poor Data Visualizations6分钟
6 个阅读材料
Video: Storytelling: How to tell a Research Story5分钟
Quirk's: Tips for Communicating MR Insights Using Storytelling10分钟
Quirk's: With the focus on storytelling, are we forgetting about the data?5分钟
Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers10分钟
Video: The Art of Data Visualization10分钟
Video: David McCandless: The Beauty of Data Visualization20分钟
1 个练习
Module 3 Quiz30分钟
4

4

完成时间为 5 小时

Designing and Presenting Ideas

完成时间为 5 小时
14 个视频 (总计 104 分钟), 4 个阅读材料, 2 个测验
14 个视频
Designing Your Visualizations8分钟
Creating a Presentation, Part 1: Sections and Style4分钟
Creating a Presentation, Part 2: Building Blocks7分钟
Creating a Presentation, Part 3: Closing Sections and Guidelines6分钟
Presenting Your Ideas5分钟
Design for Understanding5分钟
Know Your Audience(s)5分钟
Data Relationships and Design5分钟
Language, Labeling, and Scales6分钟
Visual Lies and Cognitive Bias9分钟
Interview with Robin Boyar12分钟
Interview with Aaron Carpenter23分钟
Course Summary2分钟
4 个阅读材料
Quirk's: A guide to using PowerPoint to present research findings15分钟
Video: David JP Phillips: How to Avoid Death by PowerPoint20分钟
Quirk's: Three Steps to Better Research Presentations10分钟
Introduction1分钟
1 个练习
Module 4 Quiz30分钟

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关于 市场调查 专项课程

"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....
市场调查

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