About this Course

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Shareable Certificate
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Course 4 of 4 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Intermediate Level

At least 2 years of business experience

Approx. 15 hours to complete
Subtitles: English

What you will learn

  • Synthesize research findings and develop insights

  • Assess the changing roles of digital and traditional advertising

  • Apply storytelling strategies in presentations

  • Demonstrate effective presentation skills and deliver insights

Skills you will gain

Digital MarketingMarket ImpactData Analysismarket insightsMarketing Intelligence
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 4 of 4 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Intermediate Level

At least 2 years of business experience

Approx. 15 hours to complete
Subtitles: English

Offered by

University of California, Davis logo

University of California, Davis

Syllabus - What you will learn from this course


Week 1

4 hours to complete

Getting Started & Synthesizing Findings and Deriving Insights

4 hours to complete
15 videos (Total 84 min), 7 readings, 1 quiz
15 videos
Synthesizing Findings and Deriving Insights Introduction1m
Finding the Story in Your Research7m
Market Positioning4m
Using Perceptual Maps8m
Market Segmentation5m
Segmentation: Variations and Benefits5m
Conjoint Analysis2m
Performing Conjoint Analysis10m
A Design Checklist of the Who, What, Why, and How7m
Start with your Stakeholders3m
The Art of Storytelling (Past, Present, and Future)3m
Storytelling and the Human Brain5m
Emotional Modulators: Color, Language, and Other Design Elements8m
False Narratives and Data Storytelling6m
7 readings
A Note from UC Davis10m
Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant15m
More on Perceptual Maps15m
Video: The Market Positioning Map5m
A Better Way to Map Brand Strategy20m
Video: Principles of Marketing - Segmentation, Targeting and Positioning20m
1 practice exercise
Module 1 Quiz30m

Week 2

4 hours to complete

Measuring Various Marketing Efforts

4 hours to complete
6 videos (Total 32 min), 6 readings, 1 quiz
6 videos
Advertising and Your Market Research Plan4m
Designing a Digital Advertising Framework7m
Attributing Sales to Advertising5m
Strategizing Social Media and Word of Mouth5m
Building and Tracking Your Social Media Marketing Plan7m
6 readings
Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry15m
Videos: McKinsey & Company on Digital Advertising Framework30m
Quirk's: Is digital media less effective than traditional media?10m
Quirk's: A framework for understanding ad effectiveness15m
Videos on Social Media Marketing1h
Quirk's: The three Cs of social media for organizational leaders10m
1 practice exercise
Module 2 Quiz30m

Week 3

2 hours to complete

Planning to Communicate Findings

2 hours to complete
7 videos (Total 40 min), 6 readings, 1 quiz
7 videos
Developing Recommendations11m
Testing and Refining Ideas5m
Use Storytelling to Increase Effectiveness5m
Choosing Best Method to Deliver Findings4m
Data Visualization, Part 15m
Data Visualization, Part 2: Drawbacks of Poor Data Visualizations6m
6 readings
Video: Storytelling: How to tell a Research Story5m
Quirk's: Tips for Communicating MR Insights Using Storytelling10m
Quirk's: With the focus on storytelling, are we forgetting about the data?5m
Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers10m
Video: The Art of Data Visualization10m
Video: David McCandless: The Beauty of Data Visualization20m
1 practice exercise
Module 3 Quiz30m

Week 4

5 hours to complete

Designing and Presenting Ideas

5 hours to complete
14 videos (Total 104 min), 4 readings, 2 quizzes
14 videos
Designing Your Visualizations8m
Creating a Presentation, Part 1: Sections and Style4m
Creating a Presentation, Part 2: Building Blocks7m
Creating a Presentation, Part 3: Closing Sections and Guidelines6m
Presenting Your Ideas5m
Design for Understanding5m
Know Your Audience(s)5m
Data Relationships and Design5m
Language, Labeling, and Scales6m
Visual Lies and Cognitive Bias9m
Interview with Robin Boyar12m
Interview with Aaron Carpenter23m
Course Summary2m
4 readings
Quirk's: A guide to using PowerPoint to present research findings15m
Video: David JP Phillips: How to Avoid Death by PowerPoint20m
Quirk's: Three Steps to Better Research Presentations10m
1 practice exercise
Module 4 Quiz30m



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About the Market Research Specialization

"Finding the Story in the Data” is the most important emerging capability for market researchers according to GRIT (Greenbook Research Industry Trends) Report 2016. This specialization, designed for learners with no previous Marketing Research experience teaches a comprehensive marketing research approach that will help learners find and communicate the story in the data. Students will learn how to initiate a research project for targeted business needs, conduct research through multiple modes and datasets, analyze research data, manage suppliers performing specialized research, and deliver recommendations from the research. By the end of the specialization, learners will create and scope a research proposal, conduct desk research, design and test a focus group guide, interpret focus group results, design and implement a survey in Qualtrics, analyze quantitative data, develop insights by synthesizing findings across research methods, create data visualizations in Excel, and develop a presentation of findings with recommendations to stakeholders....
Market Research

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