Brief Introduction
Learn how to analyse and apply consumer and buyer behaviour fundamentals to develop an effective marketing campaign.
Description
For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function.
In this course, you will learn about the role of consumer behaviour within marketing. We will discuss how this behaviour is shaped by the social and cultural environment, as well as a number of psychological factors.
You will learn about decision-making processes in consumption behaviour in different buying situations. This will develop your ability to integrate marketing processes at a higher level.
Concepts drawn from various disciplines such as psychology, economics and anthropology will be examined.
This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.
Knowledge
- Apply analytical tools to determine how culture, personality and lifestyle affect the behaviour of consumers and self
- Analyse how consumer attitudes are formed, and consumer opinions change in order to better understand your own and other's personal consumption experiences
- Evaluate how different sources of group influences can affect and radically change consumers' consumption
- Create specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty
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