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.
von
Spezialisierung MarketingstrategieIE Business SchoolÜber diesen Kurs
117,716 kürzliche Aufrufe
Karriereergebnisse der Lernenden
50%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
37%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Kurs 1 von 5 in
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Stufe „Anfänger“
Ca. 6 Stunden zum Abschließen
Englisch
Untertitel: Englisch, Spanisch
Kompetenzen, die Sie erwerben
Market ResearchConsumer BehaviourData Analysis
Karriereergebnisse der Lernenden
50%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
37%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Kurs 1 von 5 in
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Stufe „Anfänger“
Ca. 6 Stunden zum Abschließen
Englisch
Untertitel: Englisch, Spanisch
von
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.
Lehrplan - Was Sie in diesem Kurs lernen werden
1 Stunde zum Abschließen
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.
1 Stunde zum Abschließen
8 Videos (Gesamt 39 min), 1 Lektüre, 1 Quiz
8 Videos
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
1 Lektüre
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18m
1 praktische Übung
Graded Quiz30m
2 Stunden zum Abschließen
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.
2 Stunden zum Abschließen
7 Videos (Gesamt 36 min), 1 Lektüre, 1 Quiz
7 Videos
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
1 Lektüre
Reading: Consumer Attitudes and Perceptions on Sustainability50m
1 praktische Übung
Graded Quiz30m
1 Stunde zum Abschließen
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.
1 Stunde zum Abschließen
8 Videos (Gesamt 42 min)
8 Videos
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
1 praktische Übung
Graded Quiz30m
2 Stunden zum Abschließen
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.
2 Stunden zum Abschließen
6 Videos (Gesamt 30 min), 1 Lektüre, 1 Quiz
6 Videos
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
1 Lektüre
Self-Reports: How the Questions Shape the Answers40m
1 praktische Übung
Graded Quiz30m
Bewertungen
Top-Bewertungen von MARKET RESEARCH AND CONSUMER BEHAVIOR
von SC1. Juni 2019
Excelente curso para tener una induccion al mercadeo teórica. Me gustaría hubiese sido un poco mas práctico pero con muchas ganas de que los proximos cursos lo sean para completar la especialización.
von NS28. Juni 2020
Nice and systematic presentation of the contents help to gain the knowledge to anyone. Really nice and helpful for me , it develops a basic ideas of market and customer relations understanding.
von S9. Apr. 2020
Thank-you for the course. Amazing professor and his teaching style. Gained a lot of clarity and insight towards how to conduct research, choose a sample, frame hypothesis and avoid making errors.
von DS18. Okt. 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!
Über den Spezialisierung Marketingstrategie
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?
Häufig gestellte Fragen
Wann erhalte ich Zugang zu den Vorträgen und Aufgaben?
Was bekomme ich, wenn ich diese Spezialisierung abonniere?
Is financial aid available?
Erhalte ich akademische Leistungspunkte für den Abschluss des Kurses?
Haben Sie weitere Fragen? Besuchen Sie das Hilfe-Center für Teiln..
