Marketing

Consumer Management and Intelligence Course

Teacher: Gonzalo Abad - Sales Effectiveness Lead - GfK

  • Intermediate
  • 22650 students
  • 4.5
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Online course description

In an increasingly fast-paced world, where people have less time, it is important to know the consumer and know how to manage customers to generate the best experience, which differentiates us from the competition.
The course will investigate the main consumer trends, provide tools and studies that allow us to understand them better and adapt the communication, offer and innovation of brands to a constantly evolving market.

What will I learn?

In this course you will learn how to integrate consumer insights and research with Inbound marketing methodologies, brand creation and planning. 

 

In addition, you will be ready not only to respond to trends, but also to stay ahead of them by better managing customer relationships.

Who is it aimed at?

  • Entrepreneurs

  • Entrepreneurs

  • Marketing and communication managers

  • E-Commerce Managers

  • Relationship Marketing and CRM Managers

  • Strategic planning and innovation managers

Requirements

  • None! The level of knowledge you will obtain is high, but no previous technical knowledge is required.

Content of the Consumer Management and Intelligence course

  • Module 1Whatis Consumer Management and Intelligence for?

    2 Capsules 00:21:15

    • Capsule 1: From Product Centric to Consumer Centric
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    • Capsule 2: Innovating through consumer needs
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  • Module 2Today's Consumer Behavior

    5 Capsules 01:35:47

    • Capsule 1: Today's Consumer: Global Trends
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    • Capsule 2: Today's Consumer: The Internet and E-Commerce in Peru
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    • Capsule 3: Trends in the Global Purchasing Process: Understanding the New Playing Field
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    • Capsule 4: Consumer Resistance to Communication: Practical Advertising
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    • Capsule 5: The Relationship between the Brand and the Consumer: A Matter of Values
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  • Module 3Importanceof Brands with Human Values

    4 Capsules 00:49:58

    • Capsule 1: Brand DNA (simplified) and its role in developing important linkages
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    • Capsule 2: Developing a bond with the consumer
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    • Capsule 3: Knowing the Consumer: Importance
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    • Capsule 4: Knowing the Consumer: Methods - the Empathy Map and the Customer Portrait
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  • Module 4Managingthe Consumer Relationship

    4 Capsules 00:49:42

    • Capsule 1: The CRM (Customer Experience Manager)
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    • Capsule 2: Feeding the CRM: Content and Relationship Marketing
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    • Capsule 3: Reaching New Prospects: Relevant Content and Advertising
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    • Capsule 4: Engaging the Consumer: Generating Loyalty and Promotion
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  • Module 5Research

    2 Capsules 00:21:48

    • Capsule 1: The NPS and other Customer Tracking Methodologies
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    • Capsule 2: From Social Listening to the Planning Board
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Final examTo obtain your course pass certificate, you will have 2 attempts per day to pass a multiple-choice exam with more than 70%.

About our expert

Gonzalo Abad professor of the Consumer Management and Intelligence Course

Gonzalo Abad

Sales Effectiveness Lead - GfK

Publicist with more than 9 years of experience in marketing, design and market research. As a digital specialist at GfK, he has been in charge of implementing new digital solutions for the market research world.

As Marketing Director, he leads GfK's efforts in the Latin American region. He actively participates in events at universities in the country and gives internal trainings, workshops and seminars in different institutions in Peru.

Get certified and boost your career

On behalf of Saint Ignatius University
Optional certificate template for our course*San Ignacio University will certify all NETZUN students.

About the institutions

Netzun - online courses
Edtech company, founded in 2015 and specialized in virtual education based on the 'microlearning' methodology. Its purpose is to democratize the knowledge of extraordinary people throughout Latin America.
San Ignacio University certifies our courses
San Ignacio University is a U.S. university that stands out for offering a unique and cutting-edge academic experience. It has a highly qualified faculty committed to academic excellence and the integral development of its students.

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BENEFITS

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  • Downloadable materials
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  • Certificate of Completion
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