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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/market-research
课程评论：没有评论
课程名称：市场调研与消费者行为 课程概述：您的营销之旅从这里开始！本课程是这一专业的第一门课程，为成功的整体营销战略奠定了必要的基础。本课程分为两部分：市场调研和消费者行为。 在市场调研模块中，您将获得将决策问题转化为研究问题的工具和技术。您将学习如何设计研究计划，分析收集到的数据，并准确解读和传达调查报告，将结果转化为实际建议。 接下来，您将重点关注消费者决策过程，强调从识别需求到购买和消费产品的关键时刻。通过分析消费者如何决策、在决策过程的不同阶段心里和情感上发生的事情，以及影响这些决策的变量，您将真正采纳“以消费者为中心”的管理决策。 本课程将为您提供理解您的产品在接触市场策略之前所需的知识。没有比这更好的地方来建立您营销旅程的基础了！ 课程大纲： 1. 消费者行为基础：本模块分为两部分：市场调研和消费者行为。学习者将了解能够有效进行（或雇佣他人进行）市场调研及解读其结果的工具和方法。随后，学习消费者行为的基础和消费者决策过程，并如何利用这些知识制定有效的营销策略和战术。 2. 消费者决策过程：本模块将引导您了解消费者决策的全过程，包括潜在买家如何研究产品、如何做出购买决策以及购买后的评估。同时，您还将了解消费者市场与商业市场之间的区别。 3. 市场调研基础：在本课程的后半部分，您将探索市场调研的世界。第三模块中，西纳教授将与您分享市场调研的重要性及如何获取数据。随后，您将深入不同类型的实验研究和设计。 4. 市场调研数据收集与分析：在本课程的最后一个模块中，您将详细了解在市场调研过程中获得的各种数据类型及如何评估和分析这些数据。您还将学习创建有效调查问卷的重要性和方法。 本课程将为您提供必要的工具和知识，以便在未来的市场策略中取得成功。
Name:Consumer Behavioral Fundamentals
Description: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. In this first module, you will head-dive into your consumer's thought-processes to really get to know what makes them tick, and, more specifically, what makes them make their purchase decisions. Getting into the mind of your customer is the first step in developing a marketing strategy that is effective.
Name:The Consumer Decision Process
Description: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.
Name:Marketing Research Fundamentals
Description: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.
Name:Marketing Research Data Collection & Analysis
Description: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.
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!
