- Curtin University
- 12 weeks
- 8-10 hours/week
- Paid Certificate Available
- Part of:
- Marketing in a Digital World
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.
Topic 1: Introduction to buyer behaviour
Topic 2: Culture
- Basic consumer behaviour concepts such as consumer needs and wants and market segmentation, as well as a psychological approach to understanding consumer behaviour
Topic 3: Consumer decision making
- How cultural diversity and differences influence the way that consumers make decisions
Topic 4: E-commerce buying behaviour
- Individual decision-making processes to understand if consumers make rational decisions, or if there are systematic biases in the ways people make decisions
Topic 5: Perception and unconscious thought.
- How buyers behave in an online environment and identifying online technologies within modern marketing
Topic 6: Learning, memory and product positioning
- The consumer perception process, sensory marketing, semiotics and subliminal advertising techniques
Topic 7: Motivation and involvement
- How basic cognitive processes (e.g., attention, learning and memory, self-control, and emotions) shape consumer decision-making
Topic 8: Attitude formation and change
- The motivational drivers towards behaviour and involvement with the product, the marketing message, and purchase situation
Topic 9: Gender stereotypes and social identity
- The nature of attitudes, attitude development and persuasion techniques
Topic 10: Consumer ethics and misbehaviour
- 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
Dr. Isaac Cheah
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