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Research Report: Delivering Insights

Курс от University of California, Davis
Средний≈ 15.2 чАнглийский
О курсеНавыкиПрограммаПреподаватели

О курсе

You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision? In this course, you will discuss how to incorporate a story in your marketing presentation to help you capture the attention and gain support of stakeholders and business leaders. You will choose the most effective analytical method for delivering your insights and the best presentation method for your given audience. You will incorporate data visualization best practices and use tips and tricks when presenting to your various levels of decision makers and stakeholders.

Навыки, которые вы освоите

Data PresentationMarket ResearchDigital AdvertisingData SynthesisData StorytellingPresentationsSocial Media MarketingCustomer InsightsResearch ReportsDigital MarketingSocial Media CampaignsData AnalysisTarget AudienceBusiness ResearchData-Driven Decision-MakingMarketing CommunicationsMarketing EffectivenessStorytellingData VisualizationAdvertising

Программа курса

4 модулей · 75 учебных материалов

01Getting Started & Synthesizing Findings and Deriving Insights25 материалов

Getting Started

A Note from UC DavisЧтениеOnline Safety StatementЧтениеCourse IntroductionВидео

Synthesizing Findings and Deriving Insights

Synthesizing Findings and Deriving Insights IntroductionВидео

Учитесь у экспертов

Robin Boyar

Founder, thinktank research & strategy

Ashwin Aravindakshan, PhD

Associate Professor, Graduate School of Management

Research Report: Delivering Insights
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≈ 15.2 ч

4 модулей

Язык: Английский

Субтитры: Арабский, Французский, Бенгальский, Украинский, Китайский (Китай), Греческий, Итальянский, Бразильский португальский, Вьетнамский, Нидерландский, Корейский, Немецкий, Пушту, Урду, Русский, Тайский, Индонезийский, Шведский, Турецкий, Азербайджанский, Испанский, Дари, Хинди, Японский, Казахский, Персидский, Венгерский, Польский

Часть программы вашего университета
Finding the Story in Your ResearchВидео
Market PositioningВидео
Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, RelevantЧтение
Using Perceptual MapsВидео
More on Perceptual MapsЧтение
Video: The Market Positioning MapЧтение
Market SegmentationВидео
A Better Way to Map Brand StrategyЧтение
Segmentation: Variations and BenefitsВидео
Video: Principles of Marketing - Segmentation, Targeting and PositioningЧтение
Conjoint AnalysisВидео
Performing Conjoint AnalysisВидео
What Story Might Your Data Tell?Обсуждение

Resources on Storytelling from the UC Davis Data Visualization Specialization

IntroductionЧтениеA Design Checklist of the Who, What, Why, and HowВидеоStart with your StakeholdersВидеоThe Art of Storytelling (Past, Present, and Future)ВидеоStorytelling and the Human BrainВидеоEmotional Modulators: Color, Language, and Other Design ElementsВидеоFalse Narratives and Data StorytellingВидео

Review

Module 1 QuizЗадание
02Measuring Various Marketing Efforts14 материалов

Measuring Various Marketing Efforts

Measuring Various Marketing Efforts IntroductionВидеоAdvertising and Your Market Research PlanВидеоDoes Current Advertising Cause Future Sales? Evidence from the Direct Mail IndustryЧтениеDesigning a Digital Advertising FrameworkВидеоVideos: McKinsey & Company on Digital Advertising FrameworkЧтениеQuirk's: Is digital media less effective than traditional media?ЧтениеQuirk's: A framework for understanding ad effectivenessЧтениеAttributing Sales to AdvertisingВидеоStrategizing Social Media and Word of MouthВидеоBuilding and Tracking Your Social Media Marketing PlanВидеоVideo and Reading on Social Media MarketingЧтениеQuirk's: The three Cs of social media for organizational leadersЧтениеA Fundamental Shift in Advertising and MarketingОбсуждение

Review

Module 2 QuizЗадание
03Planning to Communicate Findings15 материалов

Planning to Communicate Findings

Planning to Communicate Findings IntroductionВидеоDeveloping RecommendationsВидеоTesting and Refining IdeasВидеоUse Storytelling to Increase EffectivenessВидеоVideo: Storytelling: How to tell a Research StoryЧтениеQuirk's: Tips for Communicating MR Insights Using StorytellingЧтениеQuirk's: With the focus on storytelling, are we forgetting about the data?ЧтениеQuirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their CustomersЧтениеChoosing Best Method to Deliver FindingsВидеоData Visualization, Part 1ВидеоVideo: The Art of Data VisualizationЧтениеVideo: David McCandless: The Beauty of Data VisualizationЧтениеData Visualization, Part 2: Drawbacks of Poor Data VisualizationsВидеоTesting and Refining Your Marketing StoryОбсуждение

Review

Module 3 QuizЗадание
04Designing and Presenting Ideas21 материалов

Designing and Presenting Your Ideas

Designing and Presenting Your Ideas IntroductionВидеоDesigning Your VisualizationsВидеоCreating a Presentation, Part 1: Sections and StyleВидеоCreating a Presentation, Part 2: Building BlocksВидеоCreating a Presentation, Part 3: Closing Sections and GuidelinesВидеоQuirk's: A guide to using PowerPoint to present research findingsЧтениеPresenting Your IdeasВидеоVideo: David JP Phillips: How to Avoid Death by PowerPointЧтениеQuirk's: Three Steps to Better Research PresentationsЧтениеDeveloping Skills Visualizing DataОбсуждение

Additional Video Resources from UC Davis Data Visualization Specialization

IntroductionЧтениеDesign for UnderstandingВидеоKnow Your Audience(s)ВидеоData Relationships and DesignВидеоLanguage, Labeling, and ScalesВидеоVisual Lies and Cognitive BiasВидео

Review

Module 4 QuizЗаданиеResearch Report PresentationВзаимная проверка

Course Summary

Interview with Robin BoyarВидеоInterview with Aaron CarpenterВидеоCourse SummaryВидео