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.
Dieser Kurs ist Teil der Spezialisierung Spezialisierung Marketingstrategie
Market Research and Consumer Behavior
von
Über diesen Kurs
43,300 kürzliche Aufrufe
Karriereergebnisse der Lernenden
68%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
52%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
Kompetenzen, die Sie erwerben
Market ResearchConsumer BehaviourData Analysis
Karriereergebnisse der Lernenden
68%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
52%
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. 8 Stunden zum Abschließen
Empfohlen: 4 weeks of study, 1-2 hours/week
Englisch
Untertitel: Englisch
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 Quiz24m
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 Quiz12m
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 Quiz14m
1 Stunde 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.
1 Stunde 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 Quiz14m
Bewertungen
Top-Bewertungen von MARKET RESEARCH AND CONSUMER BEHAVIOR
von DSOct 18, 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!
von JHOct 25, 2019
Very interesting course, especially weeks 1 & 2. The quizzes could be longer and less theorical. The course structure is good, even though it felt at times that some parts were missing/mixed.
von ADOct 12, 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.
von MGFeb 6, 2020
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.
von ASJun 6, 2019
It is an excellent course to provide quality knowledge on the fundamentals of market research and consumer behaviour. Highly recommended for people interested in core marketing.
von AFeb 8, 2019
Good introductory course to market research. There were a few typos in the slides that made the content a bit confusing, but other than that, this was a good course to take!
von SMSep 19, 2019
It was really nice to learn new things in a very distinguished way. all the points were properly arranged and well sequenced. all points were explained thoroughly. Thank you
von DPAug 16, 2018
The lessons are well planned and have very good insights. The explanation of concepts with real time examples with help of video is awesome. A very well designed course.
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?
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.
Häufig gestellte Fragen
Wann erhalte ich Zugang zu den Vorträgen und Aufgaben?
Sobald Sie sich für ein Zertifikat angemeldet haben, haben Sie Zugriff auf alle Videos, Quizspiele und Programmieraufgaben (falls zutreffend). Aufgaben, die von anderen Kursteilnehmern bewertet werden, können erst dann eingereicht und überprüft werden, wenn Ihr Unterricht begonnen hat. Wenn Sie sich den Kurs anschauen möchten, ohne ihn zu kaufen, können Sie womöglich auf bestimmte Aufgaben nicht zugreifen.
Was bekomme ich, wenn ich diese Spezialisierung abonniere?
Wenn Sie sich für den Kurs anmelden, erhalten Sie Zugriff auf alle Kurse der Spezialisierung und Sie erhalten nach Abschluss aller Arbeiten ein Zertifikat. Ihr elektronisches Zertifikat wird zu Ihrer Seite „Errungenschaften“ hinzugefügt – von dort können Sie Ihr Zertifikat ausdrucken oder es zu Ihrem LinkedIn Profil hinzufügen. Wenn Sie nur lesen und den Inhalt des Kurses anzeigen möchten, können Sie kostenlos als Gast an dem Kurs teilnehmen.
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