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.
Este curso forma parte de Programa Especializado - Estrategia de marketing
ofrecido por
Programa Especializado - Estrategia de marketingIE Business SchoolAcerca de este Curso
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Resultados profesionales del estudiante
50%
comenzó una nueva carrera después de completar estos cursos
37%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 1 de 5 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Nivel principiante
Aprox. 6 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Chino (simplificado), Italiano, Vietnamita, Coreano, Alemán (German), Ruso (Russian), Turco (Turkish), Inglés (English), Español (Spanish)
Habilidades que obtendrás
Market ResearchConsumer BehaviourData Analysis
Resultados profesionales del estudiante
50%
comenzó una nueva carrera después de completar estos cursos
37%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 1 de 5 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Nivel principiante
Aprox. 6 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Chino (simplificado), Italiano, Vietnamita, Coreano, Alemán (German), Ruso (Russian), Turco (Turkish), Inglés (English), Español (Spanish)
ofrecido por
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.
Programa - Qué aprenderás en este curso
1 hora para completar
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 hora para completar
8 videos (Total 39 minutos), 1 lectura, 1 cuestionario
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 lectura
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18m
1 ejercicio de práctica
Graded Quiz30m
2 horas para completar
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 horas para completar
7 videos (Total 36 minutos), 1 lectura, 1 cuestionario
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 lectura
Reading: Consumer Attitudes and Perceptions on Sustainability50m
1 ejercicio de práctica
Graded Quiz30m
1 hora para completar
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 hora para completar
8 videos (Total 42 minutos)
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 ejercicio de práctica
Graded Quiz30m
2 horas para completar
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 horas para completar
6 videos (Total 30 minutos), 1 lectura, 1 cuestionario
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 lectura
Self-Reports: How the Questions Shape the Answers40m
1 ejercicio de práctica
Graded Quiz30m
Reseñas
Principales reseñas sobre MARKET RESEARCH AND CONSUMER BEHAVIOR
por SC1 de jun. de 2019
Excelente curso para tener una induccion al mercadeo teórica. Me gustaría hubiese sido un poco mas práctico pero con muchas ganas de que los proximos cursos lo sean para completar la especialización.
por NS28 de jun. de 2020
Nice and systematic presentation of the contents help to gain the knowledge to anyone. Really nice and helpful for me , it develops a basic ideas of market and customer relations understanding.
por DS18 de oct. de 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!
por S9 de abr. de 2020
Thank-you for the course. Amazing professor and his teaching style. Gained a lot of clarity and insight towards how to conduct research, choose a sample, frame hypothesis and avoid making errors.
Acerca de Programa especializado: Estrategia de marketing
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?
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
¿Qué recibiré si me suscribo a este Programa especializado?
Is financial aid available?
¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.
