This course is part of the Marketing Strategy Specialization

4.4
stars
4,496 ratings

Shameek Sinha

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Offered By

Marketing Strategy SpecializationIE Business School

About this Course

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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.
Gain the tools and techniques to translate a decision problem into a research question in the Market Research module. Learn how to design a research plan, analyze the data gathered and accurately interpret and communicate survey reports, translating the results into practical recommendations.

You will then focus in on the consumer decision-making process, highlighting the key moments from identifying a need to buying and consuming a product. Adopt a true “consumer focus” in your managerial decisions by analyzing how consumers make decisions, what happens (in their hearts and minds) at different stages of the decision making process, and the variables that influence those decisions.

This course will equip you with the knowledge required to understand the state of your product before approaching the market strategy. There’s no better place to build the foundations of your marketing journey!

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Shareable Certificate

Earn a Certificate upon completion

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Course 1 of 5 in the

Marketing Strategy Specialization

Beginner Level

Approx. 6 hours to complete

English

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Skills you will gain

Market Research
Consumer Behaviour
Data Analysis

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 1 of 5 in the

Marketing Strategy Specialization

Beginner Level

Approx. 6 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.32/5 (1,014 Ratings)

Shameek Sinha

Offered by

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.

Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.

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Syllabus - What you will learn from this course

Content Rating90%(6,914 ratings)

Week

Week 1

1 hour to complete

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 hour to complete

8 videos (Total 39 min), 1 reading, 1 quiz

8 videos

Course Trailer51s

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

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

Stages of the Consumer Decision-Making Process4m

Need Recognition and Information Search4m

Evaluation of Alternatives & Purchase4m

Post-Purchase Evaluation4m

What Constraints do Consumers Encounter?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

Week 3

1 hour to complete

Marketing Research Fundamentals

1 hour to complete

8 videos (Total 42 min)

Week

Week 4

2 hours to complete

Marketing Research Data Collection & Analysis

2 hours to complete

6 videos (Total 30 min), 1 reading, 1 quiz

Reviews

4.4

978 reviews

5 stars
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4 stars
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3 stars
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2 stars
2.29%
1 star
1.93%

TOP REVIEWS FROM MARKET RESEARCH AND CONSUMER BEHAVIOR

by SCJun 1, 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.

by JEOct 30, 2020

very informative and helped to understanding about the market and how to do research. how to form questionnaire by using different tools and knowing the behavior of customers.

by CCMay 10, 2020

Very informative on the basic principles involved in marketing and consumer behavior. The professor was very clear and engaging throughout the four weeks and explained topics concisely.

by SRDec 6, 2020

Through this course, I was able to develop an understanding of the importance of knowing my consumers and I also gained knowledge of how to go about conducting thorough market research.

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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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Market Research and Consumer Behavior

About this Course

Skills you will gain