Consumer Behaviour by IIM Bangalore
offered by IIM Bangalore

4.0 /5

(1 Review)

Public/Government Institute
Estd. 1973

Consumer Behaviour by IIM Bangalore
at
IIM Bangalore
Overview

Gain a comprehensive overview of the Consumer Behaviour principles and concepts and learn the challenges of designing a security program

Duration	6 weeks
Mode of learning	Online
Schedule type	Self paced
Credential	Certificate

Consumer Behaviour by IIM Bangalore
at
IIM Bangalore
Course details

Skills you will learn

Marketing Research Marketing

Who should do this course?

For those who are keen to understand the behavioral perspectives in marketing

What are the course deliverables?

Explain the basic concepts of Consumer Behaviour and its linkages to marketing
Examine how markets are segmented, and brands are positioned
Analyse the phenomenon of consumer learning about a brand and forming perceptions about it
Compare how the theoretical aspects of Consumer Behaviour are practiced in real scenarios by marketeers and brands

More about this course

This course will introduce the learner to behavioural dimensions of marketing, thus providing a clear conceptual understanding about the basics of marketing
The course also provides insights into the practical application of Consumer Behaviour concepts
Course is equipped with numerous examples on the practical implementation of the theories of Consumer Behaviour
Course content will shed light on the introduction to Consumer Behaviour; consumer decision making; market segmentation and brand positioning; the manner in which a consumer learns about a brand/company/product and forms their perception

Consumer Behaviour by IIM Bangalore
at
IIM Bangalore
Curriculum

Introduction to Consumer Behaviour

Theoretical Frameworks of Consumer Behaviour

Cultural Symbolism

Digitalization

Summary and Additional Resources

Segmentation and Brand Positioning

Weekly Overview

Relevance and Importance of Segmentation and Brand Positioning

Marketing Mix Elements

Types of Brands and Value

Targeting and Positioning

Psychographics

Summary and Additional Resources

Consumer Decision Making

Weekly Overview

Types of Decisions and Decision Making

Consumer Decision Making Influencers

Role of Culture in Decision Making

Experiential Utility

Role of Emotions in Decision Making

Motivation and Emotion

Social Judgement Theory

Summary and Additional Resources

Perception

Weekly Overview

Absolute Threshold / Just Noticeable Difference

Applications of Perception

Summary and Additional Resources

Learning

Weekly Overview

Importance of Learning

Types of Learning

Classical Conditioning

Applications of Classical Conditioning

Summary and Additional Resources

Consumer Behaviour in Practice

Weekly Overview

Consumer Profiling

Psychographics

Summary and Additional Resources

Consumer Behaviour by IIM Bangalore
at
IIM Bangalore
Faculty details

S Ramesh Kumar

S Ramesh Kumar has a mix of industrial and teaching/research experience of over 35 years. His areas of interests are exploring the application of marketing/consumer behavior concepts to the Indian context.