MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.
MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.
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 Marketing in a Digital World MicroMasters® Program.
What you'll learn
- 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
Prerequisites
Successful completion of MKT1x - Digital Branding and Engagement and MKT2x - Reputation Management in a Digital World.
Course Syllabus
Topic 1: Introduction to buyer behaviour
Basic consumer behaviour concepts such as consumer needs and wants and market segmentation, as well as a psychological approach to understanding consumer behaviour
Topic 2: Culture
How cultural diversity and differences influence the way that consumers make decisions
Topic 3: Consumer decision making
Individual decision-making processes to understand if consumers make rational decisions, or if there are systematic biases in the ways people make decisions
Topic 4: E-commerce buying behaviour
How buyers behave in an online environment and identifying online technologies within modern marketing
Topic 5: Perception and unconscious thought.
The consumer perception process, sensory marketing, semiotics and subliminal advertising techniques
Topic 6: Learning, memory and product positioning
How basic cognitive processes (e.g., attention, learning and memory, self-control, and emotions) shape consumer decision-making
Topic 7: Motivation and involvement
The motivational drivers towards behaviour and involvement with the product, the marketing message, and purchase situation
Topic 8: Attitude formation and change
The nature of attitudes, attitude development and persuasion techniques
Topic 9: Gender stereotypes and social identity
The consumer’s self-concept, gender identity, ideals of beauty and body decoration or mutilation
Topic 10: Consumer ethics and misbehaviour
How consumers' ethical concerns about business practices influence their purchase behaviour
MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.
MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.