About this Course

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Learner Career Outcomes

50%

started a new career after completing these courses

37%

got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 6 hours to complete
English

Skills you will gain

Market ResearchConsumer BehaviourData Analysis

Learner Career Outcomes

50%

started a new career after completing these courses

37%

got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 6 hours to complete
English

Instructor

Offered by

Placeholder

IE Business School

Syllabus - What you will learn from this course

Content RatingThumbs Up90%(5,349 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 Quiz30m
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 Quiz30m
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 Quiz30m
Week
4

Week 4

2 hours to complete

Marketing Research Data Collection & Analysis

2 hours 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 Quiz30m

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About the Marketing Strategy Specialization

Marketing Strategy

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