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Market Research and Analysis for Tech Industries
  • Level Foundation
  • المدة 19 ساعات hours
  • الطبع بواسطة University of Colorado Boulder
  • Offered by

عن

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.

الوحدات

Welcome to Marketing Strategy for Engineers and Technologists

    • 3 Readings
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3 Readings

  • Welcome and Where to Find Help
  • Text Books for This Course
  • Assessments and Grading

Introduction to Marketing

    • 1 Videos
    • 2 Readings
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1 Videos

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

2 Readings

  • eMarketing 1.1 thru 1.4
  • PoM 1.1 thru 1.4

How Bad Marketing Ruins Great Engineering

    • 1 Videos
    • 2 Readings
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1 Videos

  • Infiniti Cars — How Bad Marketing can Ruin Great Engineering

2 Readings

  • Infiniti Commercial
  • BMW M3 Commercial

Introduction to Marketing Practice

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Quiz 1

1 Videos

  • Marketing is NOT Advertising

1 Readings

  • SBA: Market Research and Competitive Analysis

Introduction to the Marketing PLAN Report: Company and Industry Profile

    • 1 Videos
    • 1 Readings
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1 Videos

  • Why Use an Actual Company?

1 Readings

  • PLAN Report Instructions and Grading Criteria

Technology Adoption Lifecycle

    • 1 Videos
    • 1 Readings
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1 Videos

  • Technology Adoption Lifecycle

1 Readings

  • Crossing the Chasm in the TALC

The Chasm

    • 1 Videos
    • 1 Readings
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1 Videos

  • NEST Thermostat

1 Readings

  • NEST Falling into the Chasm

Roger's Diffusion Model

    • 2 Videos
    • 1 Readings
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2 Videos

  • Rogers Model of Tech Diffusion Part A
  • Rogers Model of Tech Diffusion Part B

1 Readings

  • Rogers’ 5 Factors for Diffusion of Technology Products

Identifying a Client Firm

    • 1 Videos
    • 1 Assignment
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1 Assignment

  • Quiz 2

1 Videos

  • Pick a Client Company

Consumer Behavior

    • 1 Videos
    • 4 Readings
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1 Videos

  • Analyzing Consumer Behavior

4 Readings

  • PoM 3.1
  • eMarketing 2.1 thru 2.4
  • Heineken Beer Commercial
  • Koch Industry Brand Commercial

High/Low Involvement Purchasing Processes

    • 1 Videos
    • 2 Readings
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1 Videos

  • High/Low Involvement Purchasing Processes

2 Readings

  • PoM 3.2
  • Top Gear Video about how Bad American Cars were in the 1970's

Maslow’s Hierarchy

    • 1 Videos
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1 Videos

  • Maslow’s Hierarchy

Decision-Making Units and Processes

    • 1 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Quiz 3

1 Videos

  • Decision-Making Units and Processes

2 Readings

  • The DMP and DMU of Consumer Purchases
  • Porsche Super Bowl Ad

Buyer Behavior

    • 1 Videos
    • 1 Readings
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1 Videos

  • Analyzing Buyer Behavior

1 Readings

  • PoM 4.1 thru 4.6

B2B vs. B2C and Pain/Need Hierarchy

    • 1 Videos
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1 Videos

  • Compare and Contrast Business and Consumer Markets

Application of Behavioral Economics

    • 1 Videos
    • 2 Readings
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1 Videos

  • Employing Behavioral Economics

2 Readings

  • 8 Takeaways from Behavioral Econ
  • eMarketing 2.5

Customer/Buyer Personas

    • 1 Videos
    • 3 Readings
    • 1 Assignment
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1 Assignment

  • Quiz 4

1 Videos

  • Personas Keep It Real

3 Readings

  • eMarketing 2.5
  • Create Customer Personas With Actual Data
  • Zipline: Medical Deliveries via Drones

Case Study: Drone Inspection Services

    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Skyspecs Drone Inspection Services Case Study Quiz

1 Readings

  • Skyspecs Drone Inspection Services Case Study

Market Research Intro

    • 1 Videos
    • 3 Readings
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1 Videos

  • Defining Market Research

3 Readings

  • eMarketing 4.1 thru 4.11
  • PoM 10.1 thru 10.2
  • Counterfeit Mini Coopers!

Primary Market Research

    • 1 Videos
    • 2 Readings
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1 Videos

  • Uses of Primary Market Research

2 Readings

  • The Four Types of Primary Market Research
  • Silicon Valley: Focus Group Humor (Warning: Some foul language)

How to Design an Effective Survey

    • 1 Videos
    • 2 Readings
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1 Videos

  • Design a Survey

2 Readings

  • Surveys 101
  • Harvard Survey Tip Sheet

Secondary Market Research

    • 1 Videos
    • 1 Readings
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1 Videos

  • Application of Secondary Market Research

1 Readings

  • Secondary Research Tools

Sources and Techniques for Free Secondary Research

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Quiz 5

1 Videos

  • Research on a $0 Budget

1 Readings

  • Open Government Data

Data-Driven Decision-Making

    • 1 Videos
    • 1 Readings
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1 Videos

  • The Nature of Marketing Data

1 Readings

  • eMarketing 3.2 thru 3.3

Segmentation, Targeting and Positioning Part A

    • 1 Videos
    • 2 Readings
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1 Videos

  • Data Analysis and Visualizations

2 Readings

  • eMarketing 3.4 thru 3.10 and 3.12
  • PoM 5.1 thru 5.4

Segmentation, Targeting and Positioning Part B

    • 1 Videos
    • 4 Readings
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1 Videos

  • How to Segment a Market

4 Readings

  • Backroads Bicycle Tours
  • Link to FREE Claritas Market Research
  • Yeti e-Bike Commercial
  • Women love Yogurt!

Conjoint Analysis

    • 1 Videos
    • 1 Readings
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1 Videos

  • Employing Conjoint Analysis

1 Readings

  • The Plain-English Guide to Conjoint Analysis

Responsible Marketing

    • 1 Videos
    • 1 Assignment
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1 Assignment

  • Quiz 6

1 Videos

  • Social Responsibility

Submit the Marketing PLAN Report: Company and Industry Profile

    • 1 Readings
    • 1 PeerReview
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1 Peer Review

  • PLAN Report: Company and Industry Profile

1 Readings

  • Submitting Your PLAN Report

Auto Summary

Discover the essentials of Market Research and Analysis for Tech Industries in this foundational course focused on Sales & Marketing. Led by expert instructors from Coursera, this 1140-minute program is part of CU Boulder’s Master of Engineering in Engineering Management degree. Ideal for engineers, scientists, and technical professionals aiming for leadership roles, it offers flexible subscription options: Starter and Professional. Understand your customer deeply and align your innovative products with critical market needs.

John Svoboda
Instructor

John Svoboda