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Shameek Sinha
El primer curso de este especialización consta de dos bloques que te proveerán de los conocimientos necesarios para comenzar tu trayectoria en Marketing.
Aprende las herramientas y técnicas para convertir una decisión en una investigación real, esto lo verás en el primer módulo: Investigación de Mercado. Cómo plantear la investigación, analizar los datos recogidos, interpretarlos correctamente y comunicarlos a través de recomendaciones precisas serán algunas de las cuestiones tratadas en este curso.
Read more
El primer curso de este especialización consta de dos bloques que te proveerán de los conocimientos necesarios para comenzar tu trayectoria en Marketing.
Aprende las herramientas y técnicas para convertir una decisión en una investigación real, esto lo verás en el primer módulo: Investigación de Mercado. Cómo plantear la investigación, analizar los datos recogidos, interpretarlos correctamente y comunicarlos a través de recomendaciones precisas serán algunas de las cuestiones tratadas en este curso.
Read more
El primer curso de este especialización consta de dos bloques que te proveerán de los conocimientos necesarios para comenzar tu trayectoria en Marketing.
Aprende las herramientas y técnicas para convertir una decisión en una investigación real, esto lo verás en el primer módulo: Investigación de Mercado. Cómo plantear la investigación, analizar los datos recogidos, interpretarlos correctamente y comunicarlos a través de recomendaciones precisas serán algunas de las cuestiones tratadas en este curso.
El segundo módulo se enfoca en el proceso de toma de decisiones por parte del consumidor, resaltando los momentos clave en el proceso de compra y consumo de un producto. Adapta tu enfoque “cliente-céntrico” en decisiones de marketing mediante el análisis de cómo tus clientes toman sus decisiones, reflexionando en qué sucede en sus corazones y mentes al momento de tomar decisiones y analizando las variables que son influyentes para tomarlas.
Register for this course and see more details by visiting:
OpenCourser.com/course/d3mpv5/investigacion
What's inside
Syllabus
Consumer Behavioral Fundamentals
Los alumnos aprenderán los fundamentos del comportamiento de los consumidores y el proceso de toma de decisiones de los consumidores y cómo utilizar esta información para formular estrategias y tácticas de marketing eficaces.
Read more
Syllabus
Consumer Behavioral Fundamentals
Los alumnos aprenderán los fundamentos del comportamiento de los consumidores y el proceso de toma de decisiones de los consumidores y cómo utilizar esta información para formular estrategias y tácticas de marketing eficaces.
Read more
The Consumer Decision Process
El módulo 2 le guiará a través del proceso de toma de decisiones de los consumidores. Aquí explorará cómo un comprador potencial estudia un producto, cómo toma su decisión de compra y cuál es su evaluación después de la compra. También aprenderá la diferencia entre mercados de consumo y mercados de empresas.
Marketing Research Fundamentals
En la segunda mitad de este curso, explorará el mundo de los estudios de mercado. En el Módulo 3, el profesor Sinha explicará la importancia del estudio de mercado y cómo recopilar datos. Después, profundizará en los distintos tipos de estudio y diseño experimentales.
Marketing Research Data Collection & Analysis
En el último Módulo de este curso, aprenderá con mayor detalle los distintos tipos de datos recopilados durante el proceso de estudio de mercado y cómo evaluarlos. También se explicará la importancia de una encuesta eficaz y cómo crearla. En la segunda mitad del curso, explorará el mundo de los estudios de mercado.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Dirigido a principiantes que buscan una base en marketing
Cubre fundamentos esenciales del comportamiento del consumidor y procesos de toma de decisiones
Explora el proceso de investigación de mercado y técnicas de recopilación y análisis de datos
Impartido por el profesor Shameek Sinha, reconocido experto en marketing
Cubre aspectos clave de marketing desde la perspectiva del consumidor
Requiere conocimientos previos limitados y es accesible para principiantes
Save this course
Save Investigación de mercados y comportamiento del consumidor to your list so you can find it easily later:
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Reviews summary
Dominar la investigación de mercados y el comportamiento del consumidor
Este curso muy bien recibido ofrece una base sólida en investigación de mercados y comportamiento del consumidor. Los alumnos elogian las explicaciones claras del profesor, los ejemplos prácticos y el contenido completo. Los comentarios destacan la utilidad del curso para comprender cómo los clientes toman decisiones, lo que permite a los especialistas en marketing tomar decisiones informadas. Si bien algunos sugieren mejorar las traducciones, el curso en general se califica como excelente para principiantes e intermedios que buscan mejorar su comprensión de estos temas.
El curso ayuda a los estudiantes a comprender cómo los clientes toman decisiones, lo que permite a los especialistas en marketing tomar decisiones informadas.
"Muy buen curso, realmente pude entender la importancia de entender el comportamiento del consumidor..."
"Es muy bueno, pero como ya hice la especialización en Marketing Mix ya vi un módulo muy parecido."
"Estuvo muy interesante ya que aprendí diferentes técnicas sobre la mercadotecnia y sobro el comportamiento de los consumidores..."
El curso cubre una amplia gama de temas relacionados con la investigación de mercados y el comportamiento del consumidor.
"Un curso muy completo, te ayuda con todos los pasos de la investigación de mercado y comportamiento."
"Es un curso bastante bien explicado; si bien, hay que ser autodidacta..."
"Excelente curso, me ha ayudado mucho."
Los ejemplos prácticos ayudan a ilustrar los conceptos y hacerlos más comprensibles.
"Me gusto mucho que utilizaran ejemplos para explicar..."
"Aprendí mucho en este curso y complementa mis conocimientos profesionales en mercadeo..."
"Muy interesante, fue un viaje por los distintos tipos de mercados..."
El profesor explica los conceptos de manera clara y sencilla.
"Las explicaciones del profesor Shameek han sido fantásticas! Todo perfecto..."
"Excelente docente, excelentes recursos."
"Es bastante interesante y sobretodo sirve bastante para el dia a dia..."
Algunos estudiantes sugieren mejorar las traducciones al español.
"Excelente curso, hace falta pulir algunas cosas referente a la traducción..."
"Muy interesante el curso, lástima que los vídeos no son en español sin embargo muy profesional el contenido de este curso."
"Las diapositivas tienen los temas muy simplificados y en los quiz no hay mucha referencia sobre lo que se pregunta..."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Investigación de mercados y comportamiento del consumidor with these
activities:
Revise Marketing Essentials
Show steps
Study the fundamental concepts and theories of marketing to build a solid foundation for the course.
View
Dirección de Marketing
on Amazon
Show steps
-
Read Chapters 1-3 of the textbook to gain an overview of marketing, its importance, and the marketing environment.
-
Summarize the key concepts and theories covered in each chapter.
-
Identify real-world examples of marketing principles and strategies.
Develop a Marketing Research Plan
Show steps
Apply the principles of marketing research to design a plan for gathering data and analyzing customer insights.
Browse courses on
Market Research
Show steps
-
Identify a marketing research problem or opportunity.
-
Determine the research objectives and research questions.
-
Select appropriate research methods and data collection techniques.
-
Analyze the data and draw conclusions.
-
Create a marketing research plan that outlines the proposed research approach, budget, and timeline.
-
Present the marketing research plan to a mock audience or instructor.
Collaborate on a Consumer Behavior Analysis
Show steps
Engage with peers to analyze consumer behavior patterns and develop marketing strategies that meet customer needs.
Browse courses on
Consumer Behavior
Show steps
-
Form a study group with other students.
-
Select a consumer product or service category to focus on.
-
Research and analyze consumer behavior related to the chosen category.
-
Develop marketing strategies based on the consumer insights gathered.
-
Present the findings and recommendations to the group and instructor.
Two other activities
Expand to see all activities and additional details
Show all five activities
Analyze Marketing Case Studies
Show steps
Practice applying marketing principles and strategies through the analysis of real-world business scenarios.
Browse courses on
Marketing Strategy
Show steps
-
Review case studies provided by the instructor or research relevant case studies online.
-
Identify the marketing challenges, opportunities, and strategies presented in each case.
-
Develop your own analysis and recommendations for each case.
-
Discuss your analysis with classmates or the instructor.
Contribute to an Open-Source Marketing Tool
Show steps
Gain hands-on experience with marketing technology by contributing to an open-source marketing platform or tool.
Browse courses on
Marketing Automation
Show steps
-
Identify an open-source marketing tool or platform that aligns with your interests.
-
Review the project's documentation and contribute to the codebase.
-
Test and debug your changes.
-
Submit a pull request with your contributions.
-
Collaborate with other contributors on the project.
Revise Marketing Essentials
Show steps
Study the fundamental concepts and theories of marketing to build a solid foundation for the course.
View
Dirección de Marketing
on Amazon
Show steps
Show steps
Show steps
- Read Chapters 1-3 of the textbook to gain an overview of marketing, its importance, and the marketing environment.
- Summarize the key concepts and theories covered in each chapter.
- Identify real-world examples of marketing principles and strategies.
Develop a Marketing Research Plan
Show steps
Apply the principles of marketing research to design a plan for gathering data and analyzing customer insights.
Browse courses on
Market Research
Show steps
Show steps
Show steps
- Identify a marketing research problem or opportunity.
- Determine the research objectives and research questions.
- Select appropriate research methods and data collection techniques.
- Analyze the data and draw conclusions.
- Create a marketing research plan that outlines the proposed research approach, budget, and timeline.
- Present the marketing research plan to a mock audience or instructor.
Collaborate on a Consumer Behavior Analysis
Show steps
Engage with peers to analyze consumer behavior patterns and develop marketing strategies that meet customer needs.
Browse courses on
Consumer Behavior
Show steps
Show steps
Show steps
- Form a study group with other students.
- Select a consumer product or service category to focus on.
- Research and analyze consumer behavior related to the chosen category.
- Develop marketing strategies based on the consumer insights gathered.
- Present the findings and recommendations to the group and instructor.
Two other activities
Expand to see all activities and additional details
Show all five activities
Analyze Marketing Case Studies
Show steps
Practice applying marketing principles and strategies through the analysis of real-world business scenarios.
Browse courses on
Marketing Strategy
Show steps
Show steps
Show steps
- Review case studies provided by the instructor or research relevant case studies online.
- Identify the marketing challenges, opportunities, and strategies presented in each case.
- Develop your own analysis and recommendations for each case.
- Discuss your analysis with classmates or the instructor.
Contribute to an Open-Source Marketing Tool
Show steps
Gain hands-on experience with marketing technology by contributing to an open-source marketing platform or tool.
Browse courses on
Marketing Automation
Show steps
Show steps
Show steps
- Identify an open-source marketing tool or platform that aligns with your interests.
- Review the project's documentation and contribute to the codebase.
- Test and debug your changes.
- Submit a pull request with your contributions.
- Collaborate with other contributors on the project.
Career center
Learners who complete Investigación de mercados y comportamiento del consumidor will develop knowledge and skills
that may be useful to these careers:
Marketing Manager
Marketing Manager
Marketing Managers oversee the development and execution of marketing campaigns, ensuring that a company's products or services are reaching their target audiences. The course on Market Research and Consumer Behavior provides a solid understanding of the principles of marketing research and the consumer decision-making process, both of which are essential for success in this role. By gaining insights into consumer behavior, Marketing Managers can develop more effective and targeted marketing strategies, leading to increased sales and brand loyalty.
Market Researcher
Market Researcher
Market Researchers conduct studies to gather data about consumer behavior, market trends, and competitor activity. A strong foundation in market research methods, which this course provides, is essential for success in this role. With the knowledge and skills gained from this course, you can design and execute research studies, analyze data, and draw meaningful conclusions, helping businesses make informed decisions.
Brand Manager
Brand Manager
Brand Managers are responsible for developing and maintaining a company's brand identity and reputation. The course on Market Research and Consumer Behavior provides valuable insights into consumer psychology and brand perception, helping you understand how consumers perceive and interact with brands. This understanding is critical for developing and executing successful brand-building strategies.
Product Manager
Product Manager
Product Managers are responsible for overseeing the development and launch of new products or services. A deep understanding of consumer needs and wants, which this course provides, is essential for success in this role. The course will help you gain insights into the consumer decision-making process, allowing you to develop products and services that meet the needs of the target market.
Marketing Analyst
Marketing Analyst
Marketing Analysts use data to analyze and interpret consumer behavior and market trends. A strong foundation in market research and data analysis, which this course provides, is crucial for success in this role. The course will provide you with the skills and knowledge to collect, analyze, and interpret data, enabling you to make informed recommendations and drive business decisions.
Advertising Manager
Advertising Manager
Advertising Managers plan and execute advertising campaigns across various media channels. A deep understanding of consumer behavior and the advertising landscape, which this course provides, is essential for success in this role. The course will provide you with insights into the consumer decision-making process and the effectiveness of different advertising strategies.
Public Relations Specialist
Public Relations Specialist
Public Relations Specialists manage a company's public image and reputation. This course provides insights into consumer behavior and media relations, both of which are crucial for success in this role. The course will help you develop strategies to build and maintain a positive public image, effectively communicate with the media, and manage public relations crises.
Sales Manager
Sales Manager
Sales Managers lead and motivate sales teams to achieve revenue targets. An understanding of consumer behavior and sales techniques, which this course provides, is essential for success in this role. The course will provide you with insights into the consumer decision-making process and the principles of effective sales strategies.
Customer Success Manager
Customer Success Manager
Customer Success Managers ensure that customers are satisfied with a company's products or services and derive value from them. An understanding of consumer behavior and customer relationship management, which this course provides, is essential for success in this role. The course will provide you with insights into the customer journey and the strategies for building and maintaining strong customer relationships.
Business Analyst
Business Analyst
Business Analysts use data and analysis to improve a company's performance and efficiency. Market research and consumer behavior are important aspects of business analysis, and this course provides a solid foundation in these areas. The course will provide you with the skills to collect, analyze, and interpret data, and to develop and implement recommendations for improving business outcomes.
Data Analyst
Data Analyst
Data Analysts collect, analyze, and interpret data to provide insights for decision-making. This course provides a strong foundation in data analysis methods, which are essential for success in this role. The course will provide you with the skills to work with different types of data, identify patterns and trends, and communicate insights effectively.
UX Researcher
UX Researcher
UX Researchers study user behavior and feedback to improve the user experience of products and services. An understanding of consumer behavior and research methods, which this course provides, is essential for success in this role. The course will provide you with the skills to conduct user research, analyze data, and make recommendations for improving the user experience.
Social Media Manager
Social Media Manager
Social Media Managers create and manage social media content to engage with customers and build brand awareness. An understanding of consumer behavior and social media marketing, which this course provides, is essential for success in this role. The course will provide you with insights into the consumer decision-making process and the strategies for developing and implementing effective social media campaigns.
E-commerce Manager
E-commerce Manager
E-commerce Managers oversee the operations of an online store, including product management, marketing, and customer service. An understanding of consumer behavior and e-commerce principles, which this course provides, is essential for success in this role. The course will provide you with insights into the consumer decision-making process and the strategies for developing and implementing successful e-commerce strategies.
Consultant
Consultant
Consultants provide advice and guidance to businesses on a variety of topics, including marketing and strategy. An understanding of consumer behavior and market research, which this course provides, can be beneficial for success in this role, particularly in consulting projects related to marketing and customer engagement. The course will provide you with insights into the consumer decision-making process and the strategies for developing and implementing effective marketing campaigns.
For more career information including salaries, visit:
OpenCourser.com/course/d3mpv5/investigacion
Reading list
We've selected 32 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Investigación de mercados y comportamiento del consumidor.
Provides a comprehensive overview of consumer behavior, covering topics such as motivation, perception, learning, and decision-making. It valuable resource for students who want to gain a deeper understanding of the psychological factors that influence consumer behavior.
Esta publicación anual presenta investigaciones innovadoras sobre el comportamiento del consumidor, proporcionando los últimos avances y tendencias en el campo.
This textbook provides a comprehensive overview of marketing principles, covering topics such as product development, pricing, promotion, and distribution. It valuable resource for students who want to learn more about the fundamentals of marketing.
Save
This textbook provides a comprehensive overview of consumer behavior, covering topics such as consumer decision-making, motivation, and perception. It valuable resource for students who want to learn more about the psychological and social factors that influence consumer behavior.
Save
This textbook provides a comprehensive overview of consumer behavior, covering topics such as consumer decision-making, motivation, and perception. It valuable resource for students who want to learn more about the psychological and social factors that influence consumer behavior.
Save
Este libro es un texto ampliamente utilizado para los cursos de investigación de mercado a nivel de posgrado, que proporciona una cobertura detallada de los métodos y técnicas de investigación de mercado.
Save
Este libro proporciona una introducción completa a los métodos de investigación de mercado, incluyendo técnicas de recopilación y análisis de datos.
This textbook provides a comprehensive overview of marketing management, covering topics such as strategic planning, product development, pricing, promotion, and distribution. It valuable resource for students who want to learn more about the process of managing a marketing organization.
Save
Provides a comprehensive overview of marketing research methods, including both qualitative and quantitative methods. It valuable resource for students who want to learn how to design and conduct marketing research studies.
Este libro es un texto clásico sobre el comportamiento del consumidor y proporciona una base sólida sobre los conceptos clave y teorías en este campo.
This textbook provides a comprehensive overview of marketing management, covering topics such as strategic planning, product development, pricing, promotion, and distribution. It valuable resource for students who want to learn more about the process of managing a marketing organization.
Provides a comprehensive overview of marketing research, covering topics such as research design, data collection, and analysis. It valuable resource for students who want to learn more about the process of conducting marketing research.
This classic book on marketing strategy provides insights into how to position your products and services in the minds of consumers. It valuable resource for students who want to learn more about the importance of branding and differentiation.
Este libro adopta un enfoque práctico de la investigación de mercado, proporcionando ejemplos y estudios de casos del mundo real.
Examines the challenges that established companies face when they try to innovate. It valuable resource for students who want to learn more about the process of innovation and how to overcome the obstacles that can prevent it.
Save
Provides a comprehensive overview of consumer behavior from a European perspective. It valuable resource for students who want to gain a deeper understanding of the cultural and social factors that influence consumer behavior in Europe.
Save
This textbook provides a concise overview of marketing research, covering topics such as research design, data collection, and analysis. It valuable resource for students who want to learn more about the basics of marketing research.
Provides an overview of the psychology of marketing, covering topics such as consumer decision-making, motivation, and perception. It valuable resource for students who want to learn more about the psychological factors that influence consumer behavior.
Provides a practical guide to building a successful startup. It valuable resource for students who want to learn more about the process of entrepreneurship and how to avoid the common pitfalls that can lead to failure.
Save
Provides a simple framework for evaluating the quality of a strategy. It valuable resource for students who want to learn more about the process of strategic planning and how to develop a strategy that is likely to be successful.
Save
Explores the science of habit formation and provides insights into how to change our habits. It valuable resource for students who want to learn more about the psychology of consumer behavior and how to influence consumer behavior.
Save
Provides an overview of neuromarketing, a field that uses neuroscience to study consumer behavior. It valuable resource for students who want to learn how to use neuromarketing techniques to gain insights into consumer behavior.
Este libro es un texto introductorio al comportamiento del consumidor, que proporciona una visión general clara y accesible de los conceptos clave.
Save
Examines the irrational side of human behavior and provides insights into why we often make decisions that are not in our best interests. It valuable resource for students who want to learn more about the psychology of consumer behavior and how to influence consumer behavior.
Save
Explores the psychology of choice and provides insights into how we make decisions. It valuable resource for students who want to learn more about the psychology of consumer behavior and how to influence consumer behavior.
This classic book on persuasion provides insights into how to influence people's behavior. It valuable resource for students who want to learn more about the psychology of consumer behavior and how to influence consumer behavior.
Explores the downside of having too many choices. It valuable resource for students who want to learn more about the psychology of consumer behavior and how to influence consumer behavior.
Save
Provides a practical guide to happiness. It valuable resource for students who want to learn more about the psychology of happiness and how to live a happier life.
This classic book on self-improvement provides insights into how to live a more successful and fulfilling life. It valuable resource for students who want to learn more about the psychology of success and how to achieve their goals.
This classic book on wealth creation provides insights into how to achieve financial success. It valuable resource for students who want to learn more about the psychology of wealth and how to become wealthy.
This classic book on financial literacy provides insights into how to manage your money and achieve financial independence. It valuable resource for students who want to learn more about the psychology of money and how to become financially literate.
Provides a practical guide to financial independence. It valuable resource for students who want to learn more about the psychology of money and how to achieve financial independence.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/d3mpv5/investigacion
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Effort
4 weeks of study, 1-2 hours/week
Level
Introductory
Via
Coursera
Institution
IE Business School
Instructor
Shameek Sinha
Language
Español
Transcripts
English
Français
Deutsch
Italiano
العربية
Pусский
tiếng Việt
This course belongs to a
collection
called
Estrategia de marketing. It's comprised of five courses:
- Posicionamiento: La base del éxito en la estrategia de marketing
- Proyecto capstone estrategia de marketing
- Fundamentos del marketing mix
- Investigación de mercados y comportamiento del consumidor (viewing)
- El plan de marketing
Good to know
Dirigido a principiantes que buscan una base en marketing
Cubre fundamentos esenciales del comportamiento del consumidor y procesos de toma de decisiones
Explora el proceso de investigación de mercado y técnicas de recopilación y análisis de datos
Impartido por el profesor Shameek Sinha, reconocido experto en marketing
Cubre aspectos clave de marketing desde la perspectiva del consumidor
Requiere conocimientos previos limitados y es accesible para principiantes
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