About this Course

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Learner Career Outcomes

68%

started a new career after completing these courses

52%

got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 5 hours to complete
English
Subtitles: English

Skills you will gain

Market ResearchConsumer BehaviourData Analysis

Learner Career Outcomes

68%

started a new career after completing these courses

52%

got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 5 hours to complete
English
Subtitles: English

Instructor

Offered by

IE Business School logo

IE Business School

Syllabus - What you will learn from this course

Content RatingThumbs Up89%(4,337 ratings)Info
Week
1

Week 1

1 hour to complete

Consumer Behavioral Fundamentals

1 hour to complete
8 videos (Total 39 min), 1 reading, 1 quiz
8 videos
Why is Consumer Behavior Important in the Marketing Process Framework?6m
The Consumer Behavior Process8m
The Consumers' Attitudes Perspective4m
The Contiuum of Consumers' Thought Process5m
Prospect Theory: How Your Customers' Rationality Affects Their Decisions5m
Understanding Your Customers' Limits4m
The Continuum of Buying-Decision Behavior4m
1 reading
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18m
1 practice exercise
Graded Quiz24m
Week
2

Week 2

2 hours to complete

The Consumer Decision Process

2 hours to complete
7 videos (Total 36 min), 1 reading, 1 quiz
7 videos
Need Recognition and Information Search4m
Evaluation of Alternatives & Purchase4m
Post-Purchase Evaluation4m
What Constraints do Consumers Enounter?4m
Information Processing and Overload7m
How Perceptions & Attitudes Affect Consumers' Decisions6m
1 reading
Reading: Consumer Attitudes and Perceptions on Sustainability50m
1 practice exercise
Graded Quiz12m
Week
3

Week 3

1 hour to complete

Marketing Research Fundamentals

1 hour to complete
8 videos (Total 42 min)
8 videos
The Steps to Conducting Marketing Research5m
Types of Market Research7m
Exploratory, Descriptive and Causal Research – Part I5m
Exploratory, Descriptive and Causal Research – Part II3m
Types of Experimentation4m
Validity & Reliability4m
Types of Experimental Designs3m
1 practice exercise
Graded Quiz14m
Week
4

Week 4

1 hour to complete

Marketing Research Data Collection & Analysis

1 hour to complete
6 videos (Total 30 min), 1 reading, 1 quiz
6 videos
Secondary Data & Scales of Measurement4m
How to Design a Questionnaire6m
How to Measure and Scale our Consumers' Attitudes6m
Target Population and Sampling2m
Categorical Data, Metric Data & Hypothesis Testing5m
1 reading
Self-Reports: How the Questions Shape the Answers40m
1 practice exercise
Graded Quiz14m

Reviews

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About the Marketing Strategy Specialization

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

Frequently Asked Questions

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    • The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

  • If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.

  • Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

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