Buyer Behaviour and Analysis

Offered byedX

Buyer Behaviour and Analysis
at
edX
Overview

Learn how to analyse and apply consumer and buyer behaviour fundamentals to develop an effective marketing campaign.

Duration	36 hours
Mode of learning	Online
Schedule type	Self paced
Difficulty level	Intermediate
Credential	Certificate

Buyer Behaviour and Analysis
at
edX
Highlights

Earn a certificate from University of Pennsylvania
Analytical tools and different sources to teach critical skills
Earn a verified certificate
Self paced Course

Buyer Behaviour and Analysis
at
edX
Course details

Skills you will learn

Marketing Research Marketing Advertising Psychology

What are the course deliverables?

Learn how to 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.
Learn how to evaluate different sources of group influences can affect and radically change consumers
Create specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty

More about this course

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.

Buyer Behaviour and Analysis
at
edX
Curriculum

Topic 1: Introduction to buyer behavior

Basic consumer behaviour concepts such as consumer needs and wants and market segmentation, as well as a psychological approach to understanding consumer behavior

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 behavior

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 misbehavior