課程信息
4.2
828 個評分
179 個審閱

第 1 門課程(共 5 門)

100% 在線

立即開始,按照自己的計劃學習。

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初級

完成時間大約為9 小時

建議:4 weeks of study, 1-2 hours/week...

英語(English)

字幕:英語(English), 西班牙語(Spanish)

您將獲得的技能

Market ResearchConsumer BehaviourData Analysis

第 1 門課程(共 5 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

初級

完成時間大約為9 小時

建議:4 weeks of study, 1-2 hours/week...

英語(English)

字幕:英語(English), 西班牙語(Spanish)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 1 小時

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....
8 個視頻 (總計 39 分鐘), 1 個閱讀材料, 1 個測驗
8 個視頻
Why is Consumer Behavior Important in the Marketing Process Framework?6分鐘
The Consumer Behavior Process8分鐘
The Consumers' Attitudes Perspective4分鐘
The Contiuum of Consumers' Thought Process5分鐘
Prospect Theory: How Your Customers' Rationality Affects Their Decisions5分鐘
Understanding Your Customers' Limits4分鐘
The Continuum of Buying-Decision Behavior4分鐘
1 個閱讀材料
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18分鐘
1 個練習
Graded Quiz24分鐘
2
完成時間為 2 小時

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. ...
7 個視頻 (總計 36 分鐘), 1 個閱讀材料, 1 個測驗
7 個視頻
Need Recognition and Information Search4分鐘
Evaluation of Alternatives & Purchase4分鐘
Post-Purchase Evaluation4分鐘
What Constraints do Consumers Enounter?4分鐘
Information Processing and Overload7分鐘
How Perceptions & Attitudes Affect Consumers' Decisions6分鐘
1 個閱讀材料
Reading: Consumer Attitudes and Perceptions on Sustainability50分鐘
1 個練習
Graded Quiz12分鐘
3
完成時間為 1 小時

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....
8 個視頻 (總計 42 分鐘), 1 個測驗
8 個視頻
The Steps to Conducting Marketing Research5分鐘
Types of Market Research7分鐘
Exploratory, Descriptive and Causal Research – Part I5分鐘
Exploratory, Descriptive and Causal Research – Part II3分鐘
Types of Experimentation4分鐘
Validity & Reliability4分鐘
Types of Experimental Designs3分鐘
1 個練習
Graded Quiz14分鐘
4
完成時間為 1 小時

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. ...
6 個視頻 (總計 30 分鐘), 1 個閱讀材料, 1 個測驗
6 個視頻
Secondary Data & Scales of Measurement4分鐘
How to Design a Questionnaire6分鐘
How to Measure and Scale our Consumers' Attitudes6分鐘
Target Population and Sampling2分鐘
Categorical Data, Metric Data & Hypothesis Testing5分鐘
1 個閱讀材料
Self-Reports: How the Questions Shape the Answers40分鐘
1 個練習
Graded Quiz14分鐘
4.2
179 個審閱Chevron Right

81%

完成這些課程後已開始新的職業生涯

60%

通過此課程獲得實實在在的工作福利

熱門審閱

創建者 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.

創建者 DPAug 17th 2018

The lessons are well planned and have very good insights. The explanation of concepts with real time examples with help of video is awesome. A very well designed course.

講師

Avatar

Shameek Sinha

Professor
Marketing

關於 IE商学院

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....

關於 营销战略 專項課程

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....
营销战略

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