Informações sobre o curso
4.2
749 classificações
162 avaliações
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 8 horas para completar

Sugerido: 4 weeks of study, 1-2 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês, Espanhol

Habilidades que você terá

Market ResearchConsumer BehaviourData Analysis
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 8 horas para completar

Sugerido: 4 weeks of study, 1-2 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês, Espanhol

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
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. 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 videos (Total 39 min), 1 leitura, 1 teste
Video8 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
Reading1 leituras
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18min
Quiz1 exercício prático
Graded Quiz24min
Semana
2
Horas para completar
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. ...
Reading
7 videos (Total 36 min), 1 leitura, 1 teste
Video7 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
Reading1 leituras
Reading: Consumer Attitudes and Perceptions on Sustainability50min
Quiz1 exercício prático
Graded Quiz12min
Semana
3
Horas para completar
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....
Reading
8 videos (Total 42 min), 1 teste
Video8 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
Quiz1 exercício prático
Graded Quiz14min
Semana
4
Horas para completar
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. ...
Reading
6 videos (Total 30 min), 1 leitura, 1 teste
Video6 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
Reading1 leituras
Self-Reports: How the Questions Shape the Answers40min
Quiz1 exercício prático
Graded Quiz14min
4.2
162 avaliaçõesChevron Right
Direcionamento de carreira

80%

comecei uma nova carreira após concluir estes cursos
Benefício de carreira

83%

consegui um benefício significativo de carreira com este curso
Promoção de carreira

17%

recebi um aumento ou promoção

Melhores avaliações

por 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!

por 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.

Instrutores

Avatar

Shameek Sinha

Professor
Marketing

Sobre 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....

Sobre o Programa de cursos integrados 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

Perguntas Frequentes – FAQ

  • 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.

  • 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.

Mais dúvidas? Visite o Central de Ajuda ao Aprendiz.