課程信息
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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8 小時

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

英語(English)

字幕:英語(English)

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8 小時

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

英語(English)

字幕:英語(English)

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

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

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

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

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
252 個審閱Chevron Right

68%

完成這些課程後已開始新的職業生涯

52%

通過此課程獲得實實在在的工作福利

來自Market Research and Consumer Behavior的熱門評論

創建者 ADOct 13th 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.

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.

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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