À propos de ce cours
4.2
751 notes
164 avis
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant

Niveau débutant

Heures pour terminer

Approx. 8 heures pour terminer

Recommandé : 4 weeks of study, 1-2 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais, Espagnol

Compétences que vous acquerrez

Market ResearchConsumer BehaviourData Analysis
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant

Niveau débutant

Heures pour terminer

Approx. 8 heures pour terminer

Recommandé : 4 weeks of study, 1-2 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais, Espagnol

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
1 heure pour terminer

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. In this first module, you will head-dive into your consumer's thought-processes to really get to know what makes them tick, and, more specifically, what makes them make their purchase decisions. Getting into the mind of your customer is the first step in developing a marketing strategy that is effective....
Reading
8 vidéos (Total 39 min), 1 lecture, 1 quiz
Video8 vidéos
Why is Consumer Behavior Important in the Marketing Process Framework?6 min
The Consumer Behavior Process8 min
The Consumers' Attitudes Perspective4 min
The Contiuum of Consumers' Thought Process5 min
Prospect Theory: How Your Customers' Rationality Affects Their Decisions5 min
Understanding Your Customers' Limits4 min
The Continuum of Buying-Decision Behavior4 min
Reading1 lecture
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18 min
Quiz1 exercice pour s'entraîner
Graded Quiz24 min
Semaine
2
Heures pour terminer
2 heures pour terminer

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. ...
Reading
7 vidéos (Total 36 min), 1 lecture, 1 quiz
Video7 vidéos
Need Recognition and Information Search4 min
Evaluation of Alternatives & Purchase4 min
Post-Purchase Evaluation4 min
What Constraints do Consumers Enounter?4 min
Information Processing and Overload7 min
How Perceptions & Attitudes Affect Consumers' Decisions6 min
Reading1 lecture
Reading: Consumer Attitudes and Perceptions on Sustainability50 min
Quiz1 exercice pour s'entraîner
Graded Quiz12 min
Semaine
3
Heures pour terminer
1 heure pour terminer

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....
Reading
8 vidéos (Total 42 min), 1 quiz
Video8 vidéos
The Steps to Conducting Marketing Research5 min
Types of Market Research7 min
Exploratory, Descriptive and Causal Research – Part I5 min
Exploratory, Descriptive and Causal Research – Part II3 min
Types of Experimentation4 min
Validity & Reliability4 min
Types of Experimental Designs3 min
Quiz1 exercice pour s'entraîner
Graded Quiz14 min
Semaine
4
Heures pour terminer
1 heure pour terminer

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. ...
Reading
6 vidéos (Total 30 min), 1 lecture, 1 quiz
Video6 vidéos
Secondary Data & Scales of Measurement4 min
How to Design a Questionnaire6 min
How to Measure and Scale our Consumers' Attitudes6 min
Target Population and Sampling2 min
Categorical Data, Metric Data & Hypothesis Testing5 min
Reading1 lecture
Self-Reports: How the Questions Shape the Answers40 min
Quiz1 exercice pour s'entraîner
Graded Quiz14 min
4.2
164 avisChevron Right
Orientation de carrière

80%

a commencé une nouvelle carrière après avoir terminé ces cours
Avantage de carrière

83%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
Promotion de carrière

17%

a obtenu une augmentation de salaire ou une promotion

Meilleurs avis

par DSOct 19th 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!

par 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.

Enseignant

Avatar

Shameek Sinha

Professor
Marketing

À propos de 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. 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....

À propos de la Spécialisation Marketing Strategy

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....
Marketing Strategy

Foire Aux Questions

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