Welcome to our Undergraduate Programme in Consumer Behaviour, where we delve into the fascinating world of human psychology and its impact on consumer decision-making. This non-practical, quiz-based short course offers a comprehensive exploration of key modules essential for understanding consumer behaviour in various contexts. Let's take a closer look at the modules covered in this course:
Module 1: Introduction to Consumer Behaviour
Our journey begins with an introduction to consumer behaviour, where participants gain insights into the fundamental principles and theories that govern consumer decision-making processes. Topics include the factors influencing consumer behaviour, the consumer decision-making process, and the role of demographics and psychographics.
Module 2: Psychological Factors in Consumer Behaviour
Delve into the psychological factors that shape consumer behaviour, including perception, motivation, learning, and memory. Participants will explore how these factors influence consumer attitudes, preferences, and purchasing decisions, providing valuable insights for marketers and businesses.
Module 3: Social and Cultural Influences on Consumer Behaviour
Explore the social and cultural factors that impact consumer behaviour, such as social norms, reference groups, family influence, and cultural values. Participants will gain an understanding of how social and cultural context shapes consumer attitudes and behaviours, and how businesses can adapt their marketing strategies accordingly.
Module 4: Consumer Decision-Making Models
Learn about various models and frameworks used to understand consumer decision-making processes, including the cognitive, emotional, and behavioural aspects of decision-making. Participants will explore models such as the Howard-Sheth model, the Fishbein model, and the Maslow hierarchy of needs.
Module 5: Consumer Segmentation and Targeting
Discover the importance of consumer segmentation and targeting in marketing strategy. Participants will learn how to identify and segment consumer markets based on demographic, psychographic, behavioural, and geographic criteria, and how to develop targeted marketing campaigns to reach specific consumer segments.
Module 6: Branding and Advertising
Explore the role of branding and advertising in influencing consumer perceptions and behaviour. Participants will learn about branding strategies, brand positioning, and the psychological principles behind effective advertising campaigns. Topics include brand loyalty, brand equity, and the impact of advertising on consumer attitudes and purchasing behaviour.
Module 7: Ethical and Sustainable Consumer Behaviour
Examine the ethical and sustainability considerations in consumer behaviour, including ethical marketing practices, corporate social responsibility (CSR), and the growing demand for sustainable products and services. Participants will explore how businesses can align their practices with consumer values and preferences.
Through interactive quizzes and assessments, participants will reinforce their understanding of key concepts and principles in consumer behaviour. Our programme promotes critical thinking and practical application, preparing participants to navigate the complexities of consumer behaviour in today's dynamic marketplace.
Join us on this enlightening journey into the minds of consumers. Enroll in our Undergraduate Programme in Consumer Behaviour and gain valuable insights that will enhance your understanding of consumer psychology and inform your future business decisions.