Acerca de este Curso
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Nivel intermedio

At least 2 years of business experience

Aprox. 12 horas para completar

Sugerido: 4 weeks of study, 3-5 hours/week...

Inglés (English)

Subtítulos: Inglés (English)
User
Los estudiantes que toman este Course son
  • Marketing Specialists
  • Marketers
  • Researchers
  • Business Analysts
  • Data Analysts

Qué aprenderás

  • Check

    Synthesize research findings and develop insights

  • Check

    Assess the changing roles of digital and traditional advertising

  • Check

    Apply storytelling strategies in presentations

  • Check

    Demonstrate effective presentation skills and deliver insights

Habilidades que obtendrás

Digital MarketingMarket ImpactData Analysismarket insightsMarketing Intelligence
User
Los estudiantes que toman este Course son
  • Marketing Specialists
  • Marketers
  • Researchers
  • Business Analysts
  • Data Analysts

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel intermedio

At least 2 years of business experience

Aprox. 12 horas para completar

Sugerido: 4 weeks of study, 3-5 hours/week...

Inglés (English)

Subtítulos: Inglés (English)

Programa - Qué aprenderás en este curso

Semana
1
4 horas para completar

Getting Started & Synthesizing Findings and Deriving Insights

15 videos (Total 84 minutos), 7 lecturas, 1 cuestionario
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 lecturas
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
Introduction1m
1 ejercicio de práctica
Module 1 Quiz30m
Semana
2
4 horas para completar

Measuring Various Marketing Efforts

6 videos (Total 32 minutos), 6 lecturas, 1 cuestionario
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 lecturas
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 ejercicio de práctica
Module 2 Quiz30m
Semana
3
2 horas para completar

Planning to Communicate Findings

7 videos (Total 40 minutos), 6 lecturas, 1 cuestionario
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 lecturas
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 ejercicio de práctica
Module 3 Quiz30m
Semana
4
5 horas para completar

Designing and Presenting Ideas

14 videos (Total 104 minutos), 4 lecturas, 2 cuestionarios
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 lecturas
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
Introduction1m
1 ejercicio de práctica
Module 4 Quiz30m

Instructores

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Robin Boyar

Founder, thinktank research & strategy
UC Davis Division of Continuing and Professional Education
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Ashwin Aravindakshan, PhD

Associate Professor, Graduate School of Management
UC Davis

Acerca de Universidad de California, Davis

UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact....

Acerca de Programa especializado investigación de mercado

"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....
investigación de mercado

Preguntas Frecuentes

  • Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.

  • Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.

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