Course Overview
This course will provide participants a good grounding in the theories and models of consumer behaviour and explain their use and practice in marketing. The course will draw upon the disciplines of - psychology, anthropology, econoics, social and behavioural sciences to help develop an understanding of individuals’ consumption-related behaviours. The aim is to familiarise participants with the consumer decision making process and the influencing factors operating therein.
Learning Outcomes
Upon successful completion of the course, participants will be able to -
1. Identify and explain various factors that influence consumer behaviour
2. Use knowledge of consumer behaviour for completing marketing activities and tasks, successfully
3. Apply consumer behaviour theories and models for finding solutions to consumer and marketing challenges
4. Formulate marketing strategies that are effective in influencing consumer behaviour
Above all participants would acquire critical thinking and problem solving skills and become proficient in accessing, evaluating and synthesising relevant information/data from a number of sources to help them deal with the consumer /marketing situation facing their business.