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所在平台: Udemy |
课程主页: https://www.udemy.com/course/market-research-introductory-course/
课程评论：没有评论
课程名称：市场调研：为明智的商业决策提供工具 概述：课程“全面市场调研”旨在让学生全面理解市场调研的原则、方法及其在当代商业环境中的应用。通过理论知识与实际案例研究的结合，学生将探讨市场调研的多面性，掌握有效进行调研、获取可行见解以支持战略决策所需的技能。无论是希望成为市场营销人员、商业分析师，还是企业家，该课程都将为学生提供在动态的市场调研领域中做出明智决策和推动商业增长的重要见解。 课程内容概述： 第一部分：简介 本部分将介绍课程及其目标，概述市场调研在当代商业实践中的重要性和作用。 第二部分：市场调研 这一部分深入探讨市场调研的基础概念，包括营销生态圈、定义及其概念。学生将了解市场营销实践和思想的历史演变，考察其作用、属性及各种类型。此外，还将讨论市场调研中的数据来源、方法论和策略。 第三部分：调研流程 学生将学习调研的全过程，从明确信息需求到定义调研目标、设计方法论和规划分析及报告结构。本部分将重点关注抽样技术、现场工作计划和输出矩阵。 第四部分：市场调研案例分析 #1 通过详细的案例研究，学生将应用市场调研知识于真实场景。他们将分析公司的背景、愿景、使命、业务领域和财务表现。案例将涵盖战略目标、关键观察、研究策略及SWOT和PESTLE等多种分析框架。 第五部分：市场调研案例分析 #2 继续应用市场调研原则，学生将参与另一个全面的案例研究。他们将探讨公司的产品组合、财务表现及市场细分策略。该案例将包括前期调研理念、地理评估简介和深入市场分析，最终进行评估和影响分析。 通过整个课程，学生将发展实用的市场调研技能，能够进行数据分析并获取可行见解，以推动商业背景下的战略决策。
The course "Comprehensive Market Research" provides students with a thorough understanding of the principles, methods, and applications of market research in contemporary business environments. Through a blend of theoretical knowledge and practical case studies, students will explore the multifaceted aspects of market research, equipping them with the skills necessary to conduct effective research and derive actionable insights to support strategic decision-making. Whether aspiring marketers, business analysts, or entrepreneurs, this course offers valuable insights into the dynamic field of market research, enabling students to make informed decisions and drive business growth.Section 1: Introduction In this section, students will be introduced to the course and its objectives, providing an overview of the importance and role of market research in contemporary business practices.Section 2: Market Research This section delves into the foundational concepts of market research, including the marketing biosphere, definition, and concept. Students will explore the historical evolution of marketing practice and thought, examining its role, attributes, and various types. Data sources, methodologies, and approaches in market research will also be discussed.Section 3: Process Students will learn about the research process, from articulating information needs to defining research objectives, designing methodologies, and planning analysis and reporting structures. Emphasis will be placed on sampling techniques, fieldwork plans, and output matrices.Section 4: Market Research Case Study #1 Through a detailed case study, students will apply their knowledge of market research to a real-world scenario. They will analyze a company's background, vision, mission, business verticals, and financial performance. The case study will cover strategic objectives, key observations, research strategies, and various analysis frameworks like SWOT and PESTLE.Section 5: Market Research Case Study #2 Continuing the application of market research principles, students will engage with another comprehensive case study. They will explore the company's product portfolio, financial performance, and market segmentation strategies. The case study will include pre-research ethos, geo assessment profiling, and in-depth market analysis, culminating in evaluation and impact analysis.Throughout the course, students will develop practical skills in conducting market research, analyzing data, and deriving actionable insights to drive strategic decision-making in business contexts.
