About this course: 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. Gain the tools and techniques to translate a decision problem into a research question in the Market Research module. Learn how to design a research plan, analyze the data gathered and accurately interpret and communicate survey reports, translating the results into practical recommendations. You will then focus in on the consumer decision-making process, highlighting the key moments from identifying a need to buying and consuming a product. Adopt a true “consumer focus” in your managerial decisions by analyzing how consumers make decisions, what happens (in their hearts and minds) at different stages of the decision making process, and the variables that influence those decisions. This course will equip you with the knowledge required to understand the state of your product before approaching the market strategy. There’s no better place to build the foundations of your marketing journey!
Who is this class for: This course is aimed at any ambitious, business minded individual who has aspirations to launch their own product or service and/or has an interest in pursuing a career in marketing. A basic understanding of the principles of marketing would be an advantage but it is not essential.
Created by: IE Business School
Taught by: Shameek Sinha, Professor
Marketing
| Basic Info | Course 1 of 5 in the Marketing Strategy Specialization |
| Level | Beginner |
| Commitment | 4 weeks of study, 1-2 hours/week |
| Language | English, Subtitles: Spanish |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
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 videos, 2 readings
- Video: Why is Consumer Behavior Important in the Marketing Process Framework?
- Video: The Consumer Behavior Process
- Video: The Consumers' Attitudes Perspective
- Video: The Contiuum of Consumers' Thought Process
- Video: Prospect Theory: How Your Customers' Rationality Affects Their Decisions
- Video: Understanding Your Customers' Limits
- Video: The Continuum of Buying-Decision Behavior
- Reading: Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior
- Reading: Reading: Thirty Years of Prospect Theory in Economics: A Review and Assessment
Graded: Graded Quiz
WEEK 2
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 videos, 1 reading
- Video: Need Recognition and Information Search
- Video: Evaluation of Alternatives & Purchase
- Video: Post-Purchase Evaluation
- Video: What Constraints do Consumers Enounter?
- Video: Information Processing and Overload
- Video: How Perceptions & Attitudes Affect Consumers' Decisions
- Reading: Reading: Consumer Attitudes and Perceptions on Sustainability
Graded: Graded Quiz
WEEK 3
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 videos
- Video: The Steps to Conducting Marketing Research
- Video: Types of Market Research
- Video: Exploratory, Descriptive and Causal Research – Part I
- Video: Exploratory, Descriptive and Causal Research – Part II
- Video: Types of Experimentation
- Video: Validity & Reliability
- Video: Types of Experimental Designs
Graded: Graded Quiz
WEEK 4
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 videos, 1 reading
- Video: Secondary Data & Scales of Measurement
- Video: How to Design a Questionnaire
- Video: How to Measure and Scale our Consumers' Attitudes
- Reading: Self-Reports: How the Questions Shape the Answers
- Video: Target Population and Sampling
- Video: Categorical Data, Metric Data & Hypothesis Testing
Graded: Graded Quiz
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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.
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