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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Flexible deadlines
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Shareable Certificate
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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, Persian
Skills you will gain
- Market Research
- Consumer Behaviour
- Data Analysis
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, Persian
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
- 5 stars61.65%
- 4 stars25.94%
- 3 stars8.26%
- 2 stars2.25%
- 1 star1.88%
TOP REVIEWS FROM MARKET RESEARCH AND CONSUMER BEHAVIOR
by MRMay 30, 2020
Course content was good, i really appreciate it. Course instructor also have well knowledge. As per opinion if we get some more example of research part it can be more valuable.
by PKNov 25, 2020
The course was very helpful. It helped me refresh all my consumer behavior knowledge and addressed my blurred area of market resarch as a whole. The key was the detail explanatory videos.
by CCMay 10, 2020
Very informative on the basic principles involved in marketing and consumer behavior. The professor was very clear and engaging throughout the four weeks and explained topics concisely.
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.
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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