Market Research and Analysis for Tech Industries

本课程是 Marketing Strategy for Engineers and Technologists 专项课程 的一部分

位教师： John Svoboda

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您将学到什么

Manage market research programs.

Interpret consumer and business customer behaviors.

Segment markets strategically.

Oversee the development of branding and logos.

您将获得的技能

Customer Insights

Behavioral Economics

Business-To-Consumer

Data-Driven Decision-Making

Consumer Behaviour

Strategic Marketing

Customer Analysis

B2B Sales

Market Analysis

Marketing Planning

Digital Marketing

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要了解的详细信息

添加到您的领英档案

7 项作业

了解顶级公司的员工如何掌握热门技能

积累特定领域的专业知识

向行业专家学习新概念

获得对主题或工具的基础理解

通过实践项目培养工作相关技能

获得可共享的职业证书

该课程共有6个模块

Developing a revolutionary design or product or software often becomes an all-consuming pursuit in industry.Yet, many gifted engineers and technologists are eventually bewildered to discover, only too late, that their innovative product is wholly insufficient.

A great design accomplishes nothing if it fails to address critical needs and the only means of aligning those is a deep understanding of the consumer or business customer.Fully 94% of executives admit that their organizations fail to truly understand the customer.

They are, strategically, running full-steam in complete darkness.

This course can be taken for academic credit as part of CU Boulder’s Master of Engineering in Engineering Management (ME-EM) degree offered on the Coursera platform.

The ME-EM is designed to help engineers, scientists, and technical professionals move into leadership and management roles in the engineering and technical sectors.

With performance-based admissions and no application process, the ME-EM is ideal for individuals with a broad range of undergraduate education and/or professional experience.Learn more about the ME-EM program at https://www.coursera.org/degrees/me-engineering-management-boulder.

Our first objective is to demonstrate to (often skeptical) engineers that technologies and innovations do NOT sell themselves.To consumers or to businesses.

The media tends to cover only the exceptional, glamorous companies that floated to Unicorn status (Billion-dollar valuation) seemingly with ease.The other 99% of successful Tech deployments have required strategic marketing programs to get there.

We explain how Marketing is far broader and more diverse a function than just advertising: Essentially all companies do marketing even if they do not advertise (See Tesla).Then we get into the value and mechanics of the guiding project for the term, the Marketing PLAN.

涵盖的内容

4个视频 10篇阅读材料 1个作业

Marketing: What, Who, Where, How and Why? • 15分钟

Infiniti Cars — How Bad Marketing Can Ruin Great Engineering • 7分钟

Marketing is NOT Advertising • 17分钟

Why Use an Actual Company? • 5分钟

Course Updates and Accessibility Support • 1分钟

Non-Credit Students: Welcome and Where to Find Help • 10分钟

Text Books for This Course • 10分钟

Assessments and Grading • 15分钟

eMarketing 1.1 thru 1.4 • 20分钟

PoM 1.1 thru 1.4 • 20分钟

Infiniti Commercial • 1分钟

BMW M3 Commercial • 1分钟

SBA: Market Research and Competitive Analysis • 10分钟

PLAN Report Instructions and Grading Criteria • 20分钟

Quiz 1 • 15分钟

Now we will cover the common pace and patterns of adoption of novel technologies into industries and consumer markets, punctuated by examples of a couple of famous companies.

We will see how many tech firms continue to repeat the mistakes of their predecessors and assume that the enthusiastic early buyers are like the later ones, the ones you need to make a profit.We will learn to apply two analytical models;

The Technology Adoption Life Cycle and Roger's Technology Diffusion metric. Finally we get into the value and mechanics of our guiding project for the term, the Marketing PLAN.

涵盖的内容

5个视频 3篇阅读材料 1个作业

Technology Adoption Lifecycle • 10分钟

NEST Thermostat • 8分钟

Rogers Model of Tech Diffusion Part A • 13分钟

Rogers Model of Tech Diffusion Part B • 13分钟

Pick a Client Company • 8分钟

Crossing the Chasm in the TALC • 10分钟

NEST Falling into the Chasm • 10分钟

Rogers’ 5 Factors for Diffusion of Technology Products • 10分钟

Quiz 2 • 15分钟

Now we analyze exactly how consumers and businesses make buying decisions.What are specific influences and processes and apply the Decision-Making Unit approach to define which parties have influence on these decisions.

The we distinguish between high complexity/cost/risk purchase decision processes and those that are simple/cheap/quick.Finally we discuss what Client characteristics make for an engaging and straightforward PLAN process.

涵盖的内容

4个视频 8篇阅读材料 1个作业

Analyzing Consumer Behavior • 14分钟

High/Low Involvement Purchasing Processes • 5分钟

Maslow’s Hierarchy • 6分钟

Decision-Making Units and Processes • 14分钟

PoM 3.1 • 15分钟

eMarketing 2.1 thru 2.4 • 20分钟

Heineken Beer Commercial • 1分钟

Koch Industry Brand Commercial • 1分钟

PoM 3.2 • 15分钟

Top Gear Video about how Bad American Cars were in the 1970's • 2分钟

The DMP and DMU of Consumer Purchases • 10分钟

Porsche Super Bowl Ad • 3分钟

Quiz 3 • 15分钟

Now we learn about businesses as customers, the nature of these markets and how they compare and contrast with consumer markets.

Next we take a brief look at the burgeoning filed of Behavioral Economics (where psychology and microeconomics intersect) and how its lenses can be useful here.We learn to develop a deep understanding of the customer through a rich profile called a Persona.

涵盖的内容

4个视频 6篇阅读材料 2个作业

Analyzing Buyer Behavior • 13分钟

Compare and Contrast Business and Consumer Markets • 10分钟

Employing Behavioral Economics • 12分钟

Personas Keep It Real • 21分钟

PoM 4.1 thru 4.6 • 20分钟

8 Takeaways from Behavioral Econ • 10分钟

eMarketing 2.5 • 15分钟

Create Customer Personas With Actual Data • 10分钟

Zipline: Medical Deliveries via Drones • 2分钟

Skyspecs Drone Inspection Services Case Study • 60分钟

Quiz 4 • 15分钟

Skyspecs Drone Inspection Services Case Study Quiz • 15分钟

We analyze types and charactersitcs of Market Research sources, first Primary, that collected for and explicityly applicable to THIS purpose/project.Then we learn the mechanics of creating the most-used type of primary market research, the Survey.

Next we learn about secondary research, that collected for broader use but nevertheless quite valuable on the program at hand.The forms of research collection vary greatly in cost, time, quality and reliability of outputs, external validity, etc.

Lastly we learn the practical collection of cost-free secondary research for your PLAN or any cash-constrained business.

涵盖的内容

5个视频 9篇阅读材料 1个作业

Defining Market Research • 29分钟

Uses of Primary Market Research • 20分钟

Design a Survey • 9分钟

Application of Secondary Market Research • 5分钟

eMarketing 4.1 thru 4.11 • 20分钟

PoM 10.1 thru 10.2 • 20分钟

Counterfeit Mini Coopers! • 6分钟

The Four Methods of Primary Market Research • 10分钟

Silicon Valley: Focus Group Humor (Warning: Some foul language) • 2分钟

Surveys 101 • 10分钟

Harvard Survey Tip Sheet • 10分钟

Secondary Research Tools • 10分钟

Open Government Data • 10分钟

Quiz 5 • 15分钟

Now we learn to convert the raw outputs of research into useful data.The next analytical approach is choosing and applying effective means of Segmentation, subdividing your whole customer field into more useful and specific groups.

Then we discuss how to strategically focus resources on the most promising subsets and then an advanced approach to same, Conjoint Analysis.

涵盖的内容

5个视频 9篇阅读材料 1个作业 1次同伴评审

The Nature of Marketing Data • 17分钟

Data Analysis and Visualizations • 23分钟

How to Segment a Market • 38分钟

Employing Conjoint Analysis • 9分钟

Social Responsibility • 22分钟

eMarketing 3.2 thru 3.3 • 20分钟

eMarketing 3.4 thru 3.10 and 3.12 • 20分钟

PoM 5.1 thru 5.4 • 20分钟

Backroads Bicycle Tours • 3分钟

Link to FREE Claritas Market Research • 10分钟

Yeti e-Bike Commercial • 3分钟

Women love Yogurt! • 3分钟

The Plain-English Guide to Conjoint Analysis • 10分钟

Submitting Your PLAN Report • 2分钟

Quiz 6 • 15分钟

PLAN Report: Company and Industry Profile • 120分钟

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课程 是 University of Colorado Boulder提供的以下学位课程的一部分。

如果您被录取并注册，您已完成的课程可计入您的学位学习，您的学习进度也可随之转移。

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已于 Dec 16, 2025审阅

Well-balanced and engaging course. I liked many examples and how the course materials are aligned with them.

已于 Mar 13, 2024审阅

Love this course! Very well structured and awesome real life examples!

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