Über diesen Kurs
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Stufe „Mittel“

At least 2 years of business experience

Ca. 12 Stunden zum Abschließen

Empfohlen: 4 weeks of study, 3-5 hours/week...

Englisch

Untertitel: Englisch

Was Sie lernen werden

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    Synthesize research findings and develop insights

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    Assess the changing roles of digital and traditional advertising

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    Apply storytelling strategies in presentations

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    Demonstrate effective presentation skills and deliver insights

Kompetenzen, die Sie erwerben

Digital MarketingMarket ImpactData Analysismarket insightsMarketing Intelligence

100 % online

Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.

Flexible Fristen

Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.

Stufe „Mittel“

At least 2 years of business experience

Ca. 12 Stunden zum Abschließen

Empfohlen: 4 weeks of study, 3-5 hours/week...

Englisch

Untertitel: Englisch

Lehrplan - Was Sie in diesem Kurs lernen werden

Woche
1
4 Stunden zum Abschließen

Getting Started & Synthesizing Findings and Deriving Insights

You’ve gathered your data from qualitative and quantitative market research. Where do you go from there? At this stage, you will need to synthesize your findings and derive valid and actionable insights that will help to solve the business problem. In this module, you will be able to find the story in the data and shape it to contribute to a compelling market research presentation. You will be able to synthesize the data, select the appropriate tools to analyze your product or service and determine how consumers view your market. You'll be able to evaluate Market Positioning and Market Segmentation; you will see how to use Conjoint Analysis to compare the relative value of product features or attributes, and Perceptual Maps to help tell the story of consumers in your market and provide actionable comparisons. You will also define terminology and essential concepts that will equip you to be conversant and more confident in the market research field.

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15 Videos (Gesamt 84 min), 7 Lektüren, 1 Quiz
15 Videos
Synthesizing Findings and Deriving Insights Introduction1m
Finding the Story in Your Research7m
Market Positioning4m
Using Perceptual Maps8m
Market Segmentation5m
Segmentation: Variations and Benefits5m
Conjoint Analysis2m
Performing Conjoint Analysis10m
A Design Checklist of the Who, What, Why, and How7m
Start with your Stakeholders3m
The Art of Storytelling (Past, Present, and Future)3m
Storytelling and the Human Brain5m
Emotional Modulators: Color, Language, and Other Design Elements8m
False Narratives and Data Storytelling6m
7 Lektüren
A Note from UC Davis10m
Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant15m
More on Perceptual Maps15m
Video: The Market Positioning Map5m
A Better Way to Map Brand Strategy20m
Video: Principles of Marketing - Segmentation, Targeting and Positioning20m
Introduction1m
1 praktische Übung
Module 1 Quiz30m
Woche
2
4 Stunden zum Abschließen

Measuring Various Marketing Efforts

Up to this point, you’ve synthesized findings and derived insights to address a business problem. However, once you've implemented a marketing plan, seeking to reach the target market and engage them with the business, product or service, how do you know if the marketing efforts are working? That’s what you will focus on in this module. You will compare and contrast traditional advertising with digital advertising and social media marketing. You will be able to track consumers through the stages of the Purchase Funnel and plan ways to effectively market to them at each point along that journey toward a purchase. You will weigh the pros and cons of social media and word-of-mouth advertising that have become essential digital strategies. You will also be able to build and track a social media marketing plan, learning various effective ways to attribute sales back to specific marketing efforts.

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6 Videos (Gesamt 32 min), 6 Lektüren, 1 Quiz
6 Videos
Advertising and Your Market Research Plan4m
Designing a Digital Advertising Framework7m
Attributing Sales to Advertising5m
Strategizing Social Media and Word of Mouth5m
Building and Tracking Your Social Media Marketing Plan7m
6 Lektüren
Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry15m
Videos: McKinsey & Company on Digital Advertising Framework30m
Quirk's: Is digital media less effective than traditional media?10m
Quirk's: A framework for understanding ad effectiveness15m
Videos on Social Media Marketing1h
Quirk's: The three Cs of social media for organizational leaders10m
1 praktische Übung
Module 2 Quiz30m
Woche
3
2 Stunden zum Abschließen

Planning to Communicate Findings

Doing the research and analyzing the data is important, but how well you communicate those findings is critical. This module is all about equipping you to implement a plan to make sure that the way you communicate your market research is worthy of all the work that went into gathering and analyzing it. In this module, you will use proven methods for developing research-based recommendations, testing and refining your ideas before you create your presentation. You will be able to apply storytelling strategies to increase your impact. You will be able to select the best methods to deliver findings and choose the appropriate data visualization techniques for various situations and kinds of data. You will also be able to recognize the drawbacks of poor data visualization and make sure you are presenting your data and market research to help clients and stakeholders make marketing decisions that will solve the business problem and lead to success.

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7 Videos (Gesamt 40 min), 6 Lektüren, 1 Quiz
7 Videos
Developing Recommendations11m
Testing and Refining Ideas5m
Use Storytelling to Increase Effectiveness5m
Choosing Best Method to Deliver Findings4m
Data Visualization, Part 15m
Data Visualization, Part 2: Drawbacks of Poor Data Visualizations6m
6 Lektüren
Video: Storytelling: How to tell a Research Story5m
Quirk's: Tips for Communicating MR Insights Using Storytelling10m
Quirk's: With the focus on storytelling, are we forgetting about the data?5m
Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers10m
Video: The Art of Data Visualization10m
Video: David McCandless: The Beauty of Data Visualization20m
1 praktische Übung
Module 3 Quiz30m
Woche
4
5 Stunden zum Abschließen

Designing and Presenting Ideas

There are certain expectations of a market research report or presentation. You have prepared to communicate your findings, however, you still have to construct your presentation. This module covers the building blocks and required sections that are industry standards in a market research presentation. In this module, you will review the essential sections of a market research report and offer further directions for designing visualizations of your data. You will be able to complete a market research presentation with the requisite sections and design a presentation that caters to a specific audience. You’ll be able to deliver research-based ideas and findings through a story that will cast your client in the hero role. You’ll also be able to deliver actionable recommendations that will help solve your client’s business problem. And, isn’t that the point of all the research done prior to this part of the process?

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14 Videos (Gesamt 104 min), 4 Lektüren, 2 Quiz
14 Videos
Designing Your Visualizations8m
Creating a Presentation, Part 1: Sections and Style4m
Creating a Presentation, Part 2: Building Blocks7m
Creating a Presentation, Part 3: Closing Sections and Guidelines6m
Presenting Your Ideas5m
Design for Understanding5m
Know Your Audience(s)5m
Data Relationships and Design5m
Language, Labeling, and Scales6m
Visual Lies and Cognitive Bias9m
Interview with Robin Boyar12m
Interview with Aaron Carpenter23m
Course Summary2m
4 Lektüren
Quirk's: A guide to using PowerPoint to present research findings15m
Video: David JP Phillips: How to Avoid Death by PowerPoint20m
Quirk's: Three Steps to Better Research Presentations10m
Introduction1m
1 praktische Übung
Module 4 Quiz30m

Dozenten

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Robin Boyar

Founder, thinktank research & strategy
UC Davis Division of Continuing and Professional Education
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Ashwin Aravindakshan, PhD

Associate Professor, Graduate School of Management
UC Davis

Über University of California, Davis

UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact....

Über die Spezialisierung Marktforschung

"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....
Marktforschung

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