Introduction

This course delves into the complexities of consumer behaviour, focusing on how individual, societal, and cultural factors shape purchasing decisions and brand interactions. Learners will explore consumer psychology, different decision-making processes, and the impact of external influences on buyer behaviour. Through this course, students gain valuable insights into customer motivations and develop strategies to enhance market communications. By examining consumer behaviour theories and models, learners will be equipped to create value-driven marketing campaigns and address the diverse needs of customers in B2C, B2B, and C2C contexts.

Learning Outcomes

• Understand the fundamental psychological, sociological, structural, and cultural factors that influence buying behaviour.
• Understand the relevance of particular theories, factors, models, and concepts related to consumer behaviour.
• Understand the marketing research process and customer insight in different contexts including digital contexts.
• Understand the process of managing customer experience, customer relationship management, and market communication.