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.
Market Research and Consumer Behavior
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Market Research and Consumer Behavior
This course is part of Marketing Strategy Specialization
Instructor: Shameek Sinha
136,047 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.4
(4,745 reviews)
Beginner level
No prior experience required
Flexible schedule
Approx. 6 hours
Learn at your own pace
91%
Most learners liked this course
What you'll learn
Conduct marketing research, interpret the findings, understand consumer behavior, and use this knowledge to develop effective marketing strategies
Skills you'll gain
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Assessments
4 assignments
Taught in English
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This course is part of the Marketing Strategy Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
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.
What's included
8 videos1 reading1 assignment
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.
What's included
7 videos1 reading1 assignment
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.
What's included
8 videos1 assignment
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.
What's included
6 videos1 reading1 assignment
Instructor
Instructor ratings
4.3 (1,074 ratings)Offered by
Recommended if you're interested in Marketing
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Frequently asked questions
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:
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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.
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