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
Market Research and Consumer Behavior
Offered By
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
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
100% online
Start instantly and learn at your own schedule.
Course 1 of 5 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 8 hours to complete
Suggested: 4 weeks of study, 1-2 hours/week
English
Subtitles: English
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
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
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
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
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)
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
1 hour 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.
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
4.2
TOP REVIEWS FROM MARKET RESEARCH AND CONSUMER BEHAVIOR
by DSOct 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!
by JHOct 25, 2019
Very interesting course, especially weeks 1 & 2. The quizzes could be longer and less theorical. The course structure is good, even though it felt at times that some parts were missing/mixed.
by ADOct 12, 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.
by MGFeb 6, 2020
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.
by ASJun 6, 2019
It is an excellent course to provide quality knowledge on the fundamentals of market research and consumer behaviour. Highly recommended for people interested in core marketing.
by AFeb 8, 2019
Good introductory course to market research. There were a few typos in the slides that made the content a bit confusing, but other than that, this was a good course to take!
by SMSep 19, 2019
It was really nice to learn new things in a very distinguished way. all the points were properly arranged and well sequenced. all points were explained thoroughly. Thank you
by DPAug 16, 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.
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.
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.
Frequently Asked Questions
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I subscribe to this Specialization?
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.
What is the refund policy?
Is financial aid available?
More questions? Visit the Learner Help Center.
