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.
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Programa de cursos integrados Estratégia de marketingIE Business SchoolIE Business SchoolInformações sobre o curso
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Curso 1 de 5 no
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
Aprox. 6 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Turco, Inglês, Espanhol
Habilidades que você terá
Market ResearchConsumer BehaviourData Analysis
Resultados de carreira do aprendiz
50%
comecei uma nova carreira após concluir estes cursos
37%
consegui um benefício significativo de carreira com este curso
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Curso 1 de 5 no
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
Aprox. 6 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Turco, Inglês, Espanhol
oferecido por
IE Business SchoolIE 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.
Programa - O que você aprenderá com este curso
1 hora para concluir
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 hora para concluir
8 vídeos (Total 39 mín.), 1 leitura, 1 teste
8 videos
Why is Consumer Behavior Important in the Marketing Process Framework?6min
The Consumer Behavior Process8min
The Consumers' Attitudes Perspective4min
The Contiuum of Consumers' Thought Process5min
Prospect Theory: How Your Customers' Rationality Affects Their Decisions5min
Understanding Your Customers' Limits4min
The Continuum of Buying-Decision Behavior4min
1 leituras
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18min
1 exercício prático
Graded Quiz30min
2 horas para concluir
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 horas para concluir
7 vídeos (Total 36 mín.), 1 leitura, 1 teste
7 videos
Need Recognition and Information Search4min
Evaluation of Alternatives & Purchase4min
Post-Purchase Evaluation4min
What Constraints do Consumers Enounter?4min
Information Processing and Overload7min
How Perceptions & Attitudes Affect Consumers' Decisions6min
1 leituras
Reading: Consumer Attitudes and Perceptions on Sustainability50min
1 exercício prático
Graded Quiz30min
1 hora para concluir
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 hora para concluir
8 vídeos (Total 42 mín.)
8 videos
The Steps to Conducting Marketing Research5min
Types of Market Research7min
Exploratory, Descriptive and Causal Research – Part I5min
Exploratory, Descriptive and Causal Research – Part II3min
Types of Experimentation4min
Validity & Reliability4min
Types of Experimental Designs3min
1 exercício prático
Graded Quiz30min
2 horas para concluir
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 horas para concluir
6 vídeos (Total 30 mín.), 1 leitura, 1 teste
6 videos
Secondary Data & Scales of Measurement4min
How to Design a Questionnaire6min
How to Measure and Scale our Consumers' Attitudes6min
Target Population and Sampling2min
Categorical Data, Metric Data & Hypothesis Testing5min
1 leituras
Self-Reports: How the Questions Shape the Answers40min
1 exercício prático
Graded Quiz30min
Avaliações
Principais avaliações do MARKET RESEARCH AND CONSUMER BEHAVIOR
por SC1 de Jun de 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.
por NS28 de Jun de 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.
por DS18 de Out de 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!
por S9 de Abr de 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.
Sobre Programa de cursos integrados Estratégia de marketing
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?
Perguntas Frequentes – FAQ
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