Consumer Behavior

О курсе

This course offers an in-depth exploration of consumer behavior, a vital area in marketing that draws from psychology, sociology, anthropology, and economics. Students will analyze the various factors influencing consumer decisions, such as cultural, social, and personal aspects. Through case studies, live sessions, and practical exercises, the course integrates theoretical concepts with real-world applications, enabling students to develop effective marketing strategies.The curriculum covers both internal and external factors affecting consumer behavior, providing insights into why consumers make specific purchasing choices in B2C and B2B contexts. Students will also examine the ethical implications of consumer research, gaining the tools to conduct responsible studies. Additionally, the course addresses the impact of digital transformation and emerging trends, preparing students to adapt to the evolving digital landscape.By the end, students will have a comprehensive understanding of the consumer decision-making process and the knowledge to create customer-centered strategies that drive organizational success. This course is essential for aspiring marketers who wish to develop strong, lasting relationships with consumers and build successful, responsive businesses. The specific learning objectives of the course are to: • Evaluate the internal and external factors influencing consumer behavior to understand consumer decision-making processes. • Analyze the impact of cultural, social, and personal factors on consumer choices and behavior. • Formulate effective marketing strategies by integrating consumer behavior insights through exercises and cases. • Synthesize theoretical concepts with practical applications through case studies and live sessions. • Critique ethical issues in consumer research and develop strategies to conduct responsible consumer behavior studies. • Assess the implications of digital transformation and emerging trends on consumer behavior.

Навыки, которые вы освоите

Учитесь у экспертов

Dr. Sukriti Sekhri

Dr. Sukriti Sekhri, Ph.D, M.Com