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.
This course is part of the Marketing Strategy Specialization
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Marketing Strategy SpecializationIE Business SchoolAbout this Course
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Learner Career Outcomes
45%
started a new career after completing these courses
31%
got a tangible career benefit from this course
Flexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
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Course 1 of 5 in the
Beginner Level
Approx. 6 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Skills you will gain
Market ResearchConsumer BehaviourData Analysis
Learner Career Outcomes
45%
started a new career after completing these courses
31%
got a tangible career benefit from this course
Flexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 1 of 5 in the
Beginner Level
Approx. 6 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Offered by
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.
Syllabus - What you will learn from this course
1 hour to complete
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.
1 hour to complete
8 videos (Total 39 min), 1 reading, 1 quiz
2 hours to complete
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.
2 hours to complete
7 videos (Total 36 min), 1 reading, 1 quiz
1 hour to complete
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.
1 hour to complete
8 videos (Total 42 min)
2 hours to complete
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.
2 hours to complete
6 videos (Total 30 min), 1 reading, 1 quiz
Reviews
TOP REVIEWS FROM MARKET RESEARCH AND CONSUMER BEHAVIOR
by SCJun 1, 2019
Excelente curso para tener una induccion al mercadeo teórica. Me gustaría hubiese sido un poco mas práctico pero con muchas ganas de que los proximos cursos lo sean para completar la especialización.
by NSJun 28, 2020
Nice and systematic presentation of the contents help to gain the knowledge to anyone. Really nice and helpful for me , it develops a basic ideas of market and customer relations understanding.
by SApr 9, 2020
Thank-you for the course. Amazing professor and his teaching style. Gained a lot of clarity and insight towards how to conduct research, choose a sample, frame hypothesis and avoid making errors.
by DVOct 18, 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!
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?
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