Consumer Behavior

Overview

This course offers an in-depth exploration of consumer behaviour, a vital area in marketing that draws on psychology, sociology, anthropology and economics. You will analyse the cultural, social and personal factors that influence consumer decisions, and gain the tools to convert these insights into effective marketing strategies.

The course gives you a comprehensive understanding of the consumer decision-making process, covering the internal and external factors that affect consumer behaviour in business-to-consumer (B2C) and business-to-business (B2B) contexts. Through videos, discussion prompts, and a mix of practice and graded assignments, it integrates theoretical concepts with real-world applications, so you can develop effective, customer-centred marketing strategies.

In addition, this massive open online course (MOOC) stacks onto the Blended PGDM programme offered by S.P. Jain Institute of Management & Research (SPJIMR), India. The programme is a master’s-level qualification approved by the All India Council for Technical Education (AICTE), and this course could give you a head start. SPJIMR’s Blended PGDM is a premium offering for working professionals in India and the rest of the world.

Key highlights

• Evaluate consumer decision-making processes and understand the consumer decision journey.
• Analyse the impact of internal and external factors (including cultural, social and personal factors) on consumer choices and behaviour.
• Formulate effective marketing strategies by integrating consumer behaviour insights.
• Assess how digital transformation, ethical consumerism and emerging trends such as neuro and sensory marketing affect consumer behaviour.

Objectives

• Understand and implement insights from consumer behaviour for a brand or organisation.
• Analyse the impact of cultural, social and personal factors on consumer choices to formulate effective marketing strategies.
• Critique ethical issues in consumer research and assess how digital transformation and emerging trends affect consumer behaviour.

USPs

This course goes beyond a purely theoretical treatment of consumer behaviour. It prioritises practical, video-based learning and curated real-world readings over rote learning, and it helps you connect psychological, social and digital factors to actual marketing decisions. You will develop a practical understanding of why consumers make the choices they do.

By taking this course, you can deepen your understanding of the consumer decision-making process and its relevance to building customer-centred strategies. You will gain the proficiency to apply this knowledge across B2C and B2B contexts, and to use insights on digital transformation, ethical consumerism, and neuro and sensory marketing to build strong, lasting relationships with consumers.

Who can attend

Aspiring marketers, working professionals and entrepreneurs who want to build strong, lasting relationships with consumers are encouraged to join, as are students and curious learners eager to understand consumer decision-making. This course has no prerequisites. You will need access to a computer for the duration of the course.

Application process

• Register on the course platform.
• Receive confirmation and login details by email.
• Start learning on the learning management system (LMS) and complete the weekly activities.

Certificate

You will receive a digital certificate of completion when you meet the course completion requirements, such as completing the quizzes and assignments and any required participation.

Fees

Enrol in the first module for free. To move to Module 2, you need to pay.