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.
Este curso faz parte do Programa de cursos integrados Estratégia de marketing
Market Research and Consumer Behavior
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Informações sobre o curso
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Resultados de carreira do aprendiz
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comecei uma nova carreira após concluir estes cursos
52%
consegui um benefício significativo de carreira com este curso
Habilidades que você terá
Market ResearchConsumer BehaviourData Analysis
Resultados de carreira do aprendiz
68%
comecei uma nova carreira após concluir estes cursos
52%
consegui um benefício significativo de carreira com este curso
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Curso 1 de 5 no
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
Aprox. 8 horas para completar
Sugerido: 4 weeks of study, 1-2 hours/week
Inglês
Legendas: Inglês
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 Quiz24min
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 Quiz12min
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 Quiz14min
1 hora 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.
1 hora 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 Quiz14min
Avaliações
Principais avaliações do MARKET RESEARCH AND CONSUMER BEHAVIOR
por SCJun 1, 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 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!
por 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.
por 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.
por 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.
por 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.
por 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!
por 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
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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.
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?
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.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.
O que recebo ao me inscrever nesta Especialização?
Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.
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