About This Course

This digital course in consumer behavior marketing integrates behavioral perspectives with practical applications in marketing sub-fields such as retailing, advertising, brand management, sales management, and market research. The course includes digital marketing examples, special focus on digital consumer interactions, and has extensive coverage on the application of consumer behavior theories in real-world marketing scenarios.

The course starts with integrating consumer behavior with marketing, environment, and organizational strategy, followed by insights into brand differentiation and consumer lifestyles. Detailed studies on marketing mix, segmentation, consumer decision making, perception, learning, and brand association form the core of the curriculum. Practical utility of consumer behavior theories are emphasized with real business case studies and expert industry perspectives.

• Fundamental concepts of Consumer Behaviour.
• In-depth understanding of Segmentation and Brand Positioning.
• Insights into Consumer Decision Making processes.
• The ability to analyze how consumers perceive and learn about brands.
• Practical applications of Consumer Behaviour theories in marketing.

Students are expected to have basic knowledge of Principles of Management. Reading a textbook on this subject is recommended to enhance understanding. Students should be ready to apply course concepts to various market contexts, including international markets.

• Week 1: Introduction to Consumer Behaviour
• Week 2: Segmentation and Brand Positioning
• Week 3: Consumer Decision Making
• Week 4: Perception
• Week 5: Learning
• Week 6: Consumer Behaviour in Practice

Professionals in marketing, retailing, advertising, brand management, sales management, and marketing research who seek a deeper understanding of consumer psychology and its applications in business. The course is also suitable for entrepreneurs and students who are interested in integrating consumer behavior insights into their marketing strategies.