Have you ever wondered how the retail environment influences your shopping behavior? In this course you will learn the secrets of how marketers can use factors like colors, scents, store layouts and merchandise presentations to influence consumers.
In an age of self-service stores, saturated markets, and ever more demanding customers, the creative and science-driven design of the point of sale has become a crucial success factor for both retailers and service businesses. In this MOOC, you will be introduced to shopper marketing. You will learn to understand shopping behavior and how to optimize the design of retail stores and service environments to increase customer satisfaction and sales. While the focus is on the practical applicability of the concepts discussed, the MOOC is also firmly grounded in consumer and psychological research. In the lessons, I will draw on both the recent research literature and my own experience in marketing consulting and consumer research.
The topics covered in the MOOC are:
• Store layout: Influencing how shoppers navigate the store
• Helping shopper orientation in the store
• Store design factors
• Visual merchandising techniques
• Influencing the store atmosphere
• Experiential store design: Making shopping fun
• Specific applications of store design principles
By the end this MOOC, you will have developed an understanding of consumer behavior at the point of sale and be able to apply this knowledge to the (re)design of retail spaces and service environments.
Specifically, you will:
• appreciate the relevance of shopper marketing and store design
• understand the goals of store and servicescape design
• be able to apply environmental psychology principles to the design of retail and service spaces
• understand the effect of sensory clues such as music, scents and colors on shopping behavior
• understand how emotions influence shopping decisions and be able to trigger emotions in shoppers
• understand the importance of experiential marketing and store design
• be able to influence consumer behavior with specific store design and visual merchandising techniques
• be able to apply the knowledge gained in this MOOC to evaluate retail spaces and servicescapes
The success of every organization depends on attracting and retaining customers. Although the marketing concepts for doing so are well established, digital technology has empowered customers, while producing massive amounts of data, revolutionizing the processes through which organizations attract and retain customers. In this course, students will learn how to identify new opportunities to create value for empowered consumers, develop strategies that yield an advantage over rivals, and develop the data science skills to lead more effectively, allocate resources, and to confront this very challenging environment with confidence.
Aprenda a utilizar o Google AdWords, uma das principais ferramentas de marketing digital. Você aprenderá como utilizar as ferramentas de publicidade do Google para alavancar seus resultados e criar sua própria estratégia de divulgação on-line.
This course brings together two key subjects, International Marketing and Cross Industry Innovation. It will provide the basic foundations of international marketing and then explain how companies can grow by going abroad or sourcing ideas/expanding into other countries or industries. This is summarized as CCCI: Cross-Country and Cross-Industry Innovation, a term and analytical platform used throughout not only this course but others in the specialization. As an introductory course, we keep the concepts short and simple in order to ease learners into the wonderful world of international marketing.
This will be part 2 of a two-series foundation courses for the Specialization: International Marketing & Cross Industry Growth. This course will dive in more deeply into consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price. The last set of classes will discuss seven new ways to innovate in International Marketing that all start with the letter "S" and hence will be called the 7S International Marketing Innovation. There will be a heavy emphasis on how companies can incorporate CCCI Innovation, i.e. Cross Country and Cross Industry Innovation in marketing.
This course will explore the distinct mindset and essential knowledge base vital to the establishment and success of any music-related entrepreneurial endeavor. It will highlight the notion that, whether they know it or not, musicians are natural entrepreneurs!
This course builds on the theory and foundations of marketing analytics and focuses on practical application by demystifying the use of data in marketing and helping you realize the power of visualizing data with artful use of numbers found in the digital space.
How do you market a service when there is no car to test drive, no shoes to try on, no computer to take home or book to read? Services marketing is different from traditional product marketing and this course will introduce you to the distinctive characteristics of services and how they affect both customer behaviour and marketing strategy.
The Inbound Course & Certification is a free marketing training course that covers the fundamentals of the Inbound Marketing Methodology. Learn how SEO, Landing Pages, Blogging, Conversion, Lead Nurturing, and Email marketing come together to form a modern inbound marketing strategy.
Google Analytics is the most important tool for Digital marketers. Everything from how to setup your account to maximize your results, to what are the most important reports to pay attention to, and a number of advanced tactics as well. If you’re interested in Google Analytics you won’t want to miss this course. This is a free course with a MOOC List coupon.
The first course in this specialization is separated into two main sections and provides you with the perfect start for your marketing journey. Gain the tools and techniques to translate a decision problem into a research question in the Market Research module. Learn how to design a research plan, analyze the data gathered and accurately interpret and communicate survey reports, translating the results into practical recommendations.