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次における4の4コース

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

中級レベル

At least 2 years of business experience

約12時間で修了

推奨:4 weeks of study, 3-5 hours/week...

英語

字幕:英語

学習内容

  • Check

    Synthesize research findings and develop insights

  • Check

    Assess the changing roles of digital and traditional advertising

  • Check

    Apply storytelling strategies in presentations

  • Check

    Demonstrate effective presentation skills and deliver insights

習得するスキル

Digital MarketingMarket ImpactData Analysismarket insightsMarketing Intelligence

次における4の4コース

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

中級レベル

At least 2 years of business experience

約12時間で修了

推奨:4 weeks of study, 3-5 hours/week...

英語

字幕:英語

シラバス - 本コースの学習内容

1
4時間で修了

Getting Started & Synthesizing Findings and Deriving Insights

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.

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15件のビデオ (合計84分), 7 readings, 1 quiz
15件のビデオ
Synthesizing Findings and Deriving Insights Introduction1 分
Finding the Story in Your Research7 分
Market Positioning4 分
Using Perceptual Maps8 分
Market Segmentation5 分
Segmentation: Variations and Benefits5 分
Conjoint Analysis2 分
Performing Conjoint Analysis10 分
A Design Checklist of the Who, What, Why, and How7 分
Start with your Stakeholders3 分
The Art of Storytelling (Past, Present, and Future)3 分
Storytelling and the Human Brain5 分
Emotional Modulators: Color, Language, and Other Design Elements8 分
False Narratives and Data Storytelling6 分
7件の学習用教材
A Note from UC Davis10 分
Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant15 分
More on Perceptual Maps15 分
Video: The Market Positioning Map5 分
A Better Way to Map Brand Strategy20 分
Video: Principles of Marketing - Segmentation, Targeting and Positioning20 分
Introduction1 分
1の練習問題
Module 1 Quiz30 分
2
4時間で修了

Measuring Various Marketing Efforts

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.

...
6件のビデオ (合計32分), 6 readings, 1 quiz
6件のビデオ
Advertising and Your Market Research Plan4 分
Designing a Digital Advertising Framework7 分
Attributing Sales to Advertising5 分
Strategizing Social Media and Word of Mouth5 分
Building and Tracking Your Social Media Marketing Plan7 分
6件の学習用教材
Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry15 分
Videos: McKinsey & Company on Digital Advertising Framework30 分
Quirk's: Is digital media less effective than traditional media?10 分
Quirk's: A framework for understanding ad effectiveness15 分
Videos on Social Media Marketing1 時間
Quirk's: The three Cs of social media for organizational leaders10 分
1の練習問題
Module 2 Quiz30 分
3
2時間で修了

Planning to Communicate Findings

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.

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7件のビデオ (合計40分), 6 readings, 1 quiz
7件のビデオ
Developing Recommendations11 分
Testing and Refining Ideas5 分
Use Storytelling to Increase Effectiveness5 分
Choosing Best Method to Deliver Findings4 分
Data Visualization, Part 15 分
Data Visualization, Part 2: Drawbacks of Poor Data Visualizations6 分
6件の学習用教材
Video: Storytelling: How to tell a Research Story5 分
Quirk's: Tips for Communicating MR Insights Using Storytelling10 分
Quirk's: With the focus on storytelling, are we forgetting about the data?5 分
Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers10 分
Video: The Art of Data Visualization10 分
Video: David McCandless: The Beauty of Data Visualization20 分
1の練習問題
Module 3 Quiz30 分
4
5時間で修了

Designing and Presenting Ideas

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?

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14件のビデオ (合計104分), 4 readings, 2 quizzes
14件のビデオ
Designing Your Visualizations8 分
Creating a Presentation, Part 1: Sections and Style4 分
Creating a Presentation, Part 2: Building Blocks7 分
Creating a Presentation, Part 3: Closing Sections and Guidelines6 分
Presenting Your Ideas5 分
Design for Understanding5 分
Know Your Audience(s)5 分
Data Relationships and Design5 分
Language, Labeling, and Scales6 分
Visual Lies and Cognitive Bias9 分
Interview with Robin Boyar12 分
Interview with Aaron Carpenter23 分
Course Summary2 分
4件の学習用教材
Quirk's: A guide to using PowerPoint to present research findings15 分
Video: David JP Phillips: How to Avoid Death by PowerPoint20 分
Quirk's: Three Steps to Better Research Presentations10 分
Introduction1 分
1の練習問題
Module 4 Quiz30 分

講師

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Robin Boyar

Founder, thinktank research & strategy
UC Davis Division of Continuing and Professional Education
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Ashwin Aravindakshan, PhD

Associate Professor, Graduate School of Management
UC Davis

カリフォルニア大学デービス校(University of California, Davis)について

UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact....

市場調査の専門講座について

"Finding the Story in the Data” is the most important emerging capability for market researchers according to GRIT (Greenbook Research Industry Trends) Report 2016. This specialization, designed for learners with no previous Marketing Research experience teaches a comprehensive marketing research approach that will help learners find and communicate the story in the data. Students will learn how to initiate a research project for targeted business needs, conduct research through multiple modes and datasets, analyze research data, manage suppliers performing specialized research, and deliver recommendations from the research. By the end of the specialization, learners will create and scope a research proposal, conduct desk research, design and test a focus group guide, interpret focus group results, design and implement a survey in Qualtrics, analyze quantitative data, develop insights by synthesizing findings across research methods, create data visualizations in Excel, and develop a presentation of findings with recommendations to stakeholders....
市場調査

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