Learn how to analyse and apply consumer and buyer behaviour fundamentals to develop an effective marketing campaign.
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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.
Difficulty Level
Advanced
Prior experience recommended
Subject Category
Communication, Business & Management
Part of our Communication, Business & Management curriculum
Course Language
English
All materials in English
This online course offers comprehensive training with expert instruction, practical exercises, and a certificate of completion. Join thousands of students advancing their careers through quality online education.
Comprehensive Program
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