- Platform
- edX
- Provider
- Curtin University
- Effort
- 8-10 hours/week
- Length
- 12 weeks
- Language
- English
- Credentials
- Paid Certificate Available
- Part of
- Course Link
Overview
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.
Taught by
Dr. Isaac Cheah
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.
Syllabus
Topic 1: Introduction to buyer behaviour
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
- How cultural diversity and differences influence the way that consumers make decisions
- Individual decision-making processes to understand if consumers make rational decisions, or if there are systematic biases in the ways people make decisions
- How buyers behave in an online environment and identifying online technologies within modern marketing
- The consumer perception process, sensory marketing, semiotics and subliminal advertising techniques
- How basic cognitive processes (e.g., attention, learning and memory, self-control, and emotions) shape consumer decision-making
- The motivational drivers towards behaviour and involvement with the product, the marketing message, and purchase situation
- The nature of attitudes, attitude development and persuasion techniques
- The consumer’s self-concept, gender identity, ideals of beauty and body decoration or mutilation
- How consumers' ethical concerns about business practices influence their purchase behaviour
Taught by
Dr. Isaac Cheah