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Consumer Behaviour

Indian Institute of Management Bangalore via edX

Overview

This online course will introduce the learner to behavioral perspectives in marketing, providing a conceptual perspective to any participant working in marketing/ retailing /advertising /brand management / sales management / marketing research or in areas of consumer fast moving goods /durable goods/services. Rich with digital marketing examples and a designated chapter on digital interface as applicable to consumer behavior concepts, the course shall provide insights into the theoretical aspects as well as the practical application of Consumer Behaviour.

The first module provides an introduction to consumer behavior ,its linkages with marketing, the environment and the organization . Besides it also introduces the viewer to brand differentiation and lifestyles . The impact of digitalization on consumer behavior is also covered . The second module introduces the viewer to the concepts of marketing mix, segmentation and positioning and their linkages to consumer with various examples . In this week, the students will learn the process of Segmentation and Brand Positioning, various Marketing Mix elements along with thh concepts of Targeting and Positioning. The third module on Consumer decision making delves into the need and want aspect of consumers.

In the subsequent modules, the leaners will learn in depth about how consumers form perceptions about a brand, learn about a brand and develop associations with it. The final module covers application of consumer behavior concepts to marketing realities, enabling the participant to appreciate the practical utility of a subjective field like Consumer Behaviour. The module also features two interviews with industry experts on their perspectives on the utility of Consumer Behaviour.

Syllabus

Week 1: Introduction to Consumer Behaviour

Week 2: Segmentation and Brand Positioning

Week 3: Consumer Decision Making

Week 4: Perception

Week 5: Learning

Week 6: Consumer Behaviour in Practice

Taught by

S Ramesh Kumar

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