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

100% online

Start instantly and learn at your own schedule.

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

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.

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

Instructor

Instructor rating4.07/5 (46 Ratings)Info
Image of instructor, Shameek Sinha

Shameek Sinha 

Professor
Marketing
36,217 Learners
2 Courses

Offered by

IE Business School logo

IE Business School

Syllabus - What you will learn from this course

Content RatingThumbs Up86%(2,730 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
4.2
276 ReviewsChevron Right

Top reviews from Market Research and Consumer Behavior

By DSOct 19th 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 ADOct 13th 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.

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

  • 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.

  • 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.

More questions? Visit the Learner Help Center.