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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-research-report
课程评论：没有评论
课程名称：研究报告：传递洞察 概述：在你完成了内部研究、二次研究和主要研究的艰苦工作后，你已分析数据并能基于研究提案制定洞察和建议。但如何最有效地呈现你的发现，以便做出决策呢？本课程将讨论如何在市场推广演示中融入故事，以吸引利益相关者和商业领袖的关注与支持。你将选择最有效的分析方法来传递你的洞察，以及根据受众选择最佳的演示方式。课程还将涵盖数据可视化的最佳实践，以及在向不同层级的决策者和利益相关者展示时的技巧与窍门。 大纲： 1. **启动与综合发现和获得洞察** - 描述：你已从定性和定量市场研究中收集数据，接下来该如何处理？在这个阶段，你将综合发现，得出有效的、可操作的洞察，以帮助解决商业问题。你将学习如何在数据中找到故事，为市场研究演示增添说服力。 2. **衡量各种营销努力** - 描述：到目前为止，你已综合发现，并针对商业问题获得洞察。然而，实施营销计划后如何知道营销努力是否奏效？本模块将聚焦于对比传统广告和数字广告与社交媒体营销，并跟踪消费者的购买漏斗。 3. **计划沟通发现** - 描述：进行研究和分析数据固然重要，但有效沟通这些发现至关重要。该模块将帮助你制定计划，确保以优秀的方式传达市场研究结果，并运用故事策略增加影响力。 4. **设计与呈现创意** - 描述：市场研究报告或演示有一定的行业标准期望。该模块将讲述构建演示的基本要素及必要部分，并提供设计数据可视化的进一步指导，以便为特定受众量身定制演示。 通过本课程的学习，学员将能够更有效地呈现他们的研究成果，帮助客户做出明智的市场决策。
Name:Getting Started & Synthesizing Findings and Deriving Insights
Description:You’ve gathered your data from qualitative and quantitative market research. Where do you go from there? At this stage, you will need to synthesize your findings and derive valid and actionable insights that will help to solve the business problem. In this module, you will be able to find the story in the data and shape it to contribute to a compelling market research presentation. You will be able to synthesize the data, select the appropriate tools to analyze your product or service and determine how consumers view your market. You'll be able to evaluate Market Positioning and Market Segmentation; you will see how to use Conjoint Analysis to compare the relative value of product features or attributes, and Perceptual Maps to help tell the story of consumers in your market and provide actionable comparisons. You will also define terminology and essential concepts that will equip you to be conversant and more confident in the market research field.
Name:Measuring Various Marketing Efforts
Description:Up to this point, you’ve synthesized findings and derived insights to address a business problem. However, once you've implemented a marketing plan, seeking to reach the target market and engage them with the business, product or service, how do you know if the marketing efforts are working? That’s what you will focus on in this module. You will compare and contrast traditional advertising with digital advertising and social media marketing. You will be able to track consumers through the stages of the Purchase Funnel and plan ways to effectively market to them at each point along that journey toward a purchase. You will weigh the pros and cons of social media and word-of-mouth advertising that have become essential digital strategies. You will also be able to build and track a social media marketing plan, learning various effective ways to attribute sales back to specific marketing efforts.
Name:Planning to Communicate Findings
Description:Doing the research and analyzing the data is important, but how well you communicate those findings is critical. This module is all about equipping you to implement a plan to make sure that the way you communicate your market research is worthy of all the work that went into gathering and analyzing it. In this module, you will use proven methods for developing research-based recommendations, testing and refining your ideas before you create your presentation. You will be able to apply storytelling strategies to increase your impact. You will be able to select the best methods to deliver findings and choose the appropriate data visualization techniques for various situations and kinds of data. You will also be able to recognize the drawbacks of poor data visualization and make sure you are presenting your data and market research to help clients and stakeholders make marketing decisions that will solve the business problem and lead to success.
Name:Designing and Presenting Ideas
Description:There are certain expectations of a market research report or presentation. You have prepared to communicate your findings, however, you still have to construct your presentation. This module covers the building blocks and required sections that are industry standards in a market research presentation. In this module, you will review the essential sections of a market research report and offer further directions for designing visualizations of your data. You will be able to complete a market research presentation with the requisite sections and design a presentation that caters to a specific audience. You’ll be able to deliver research-based ideas and findings through a story that will cast your client in the hero role. You’ll also be able to deliver actionable recommendations that will help solve your client’s business problem. And, isn’t that the point of all the research done prior to this part of the process?
You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision? In this course, you will discuss how to incorporate a story in your marketing presentation to help you capture the attention and gain support of stakeholders and business leaders. You will choose the most effective analytical method for delivering your insights and the best presentation method for your given audience. You will incorporate data visualization best practices and use tips and tricks when presenting to your various levels of decision makers and stakeholders.
