This course is part of Marketing Strategy.
This course cannot be purchased separately - to access the complete learning experience, graded assignments, and earn certificates, you'll need to enroll in the full Marketing Strategy Specialization program. You can audit this specific course for free to explore the content, which includes access to course materials and lectures. This allows you to learn at your own pace without any financial commitment.
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What you'll learn
Design effective market research plans
Analyze consumer decision-making processes
Develop data collection strategies
Conduct and interpret market surveys
Understand consumer psychology
Apply research findings to marketing decisions
Skills you'll gain
This course includes:
2.4 Hours PreRecorded video
4 quizzes
Access on Mobile, Tablet, Desktop
FullTime access
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There are 4 modules in this course
This foundational course combines market research methodologies with consumer behavior analysis. Students learn how to translate business problems into research questions, design effective research plans, and analyze data to make informed marketing decisions. The curriculum covers consumer decision-making processes, research design, data collection methods, and analysis techniques. Special emphasis is placed on understanding consumer psychology and applying research findings to marketing strategy.
Consumer Behavioral Fundamentals
Module 1 · 1 Hours to complete
The Consumer Decision Process
Module 2 · 1 Hours to complete
Marketing Research Fundamentals
Module 3 · 1 Hours to complete
Marketing Research Data Collection & Analysis
Module 4 · 1 Hours to complete
Fee Structure
Individual course purchase is not available - to enroll in this course with a certificate, you need to purchase the complete Professional Certificate Course. For enrollment and detailed fee structure, visit the following: Marketing Strategy
Instructor
Professor of Marketing at IE Business School
Shameek Sinha is a distinguished professor at IE Business School, where he specializes in marketing with a focus on consumer and firm decision-making processes. His research delves into direct marketing, examining how firms can optimize targeting strategies while understanding consumer responses within various market contexts. Utilizing Bayesian econometric methods, Sinha develops statistical models that address critical questions about marketing efficiency and consumer value creation across sectors, from retail to non-profit organizations.In addition to his research contributions, Sinha teaches Marketing Fundamentals and Marketing Strategy for Decision Making in the MIM and IMBA programs at IE Business School. He actively engages with the academic community, presenting his work at international conferences such as the INFORMS Marketing Science Conferences. Through his expertise, Sinha not only enhances the understanding of marketing strategies but also prepares the next generation of leaders in the field.
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Frequently asked questions
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