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Apply Today!
DPS 54010 36 hours

Emotional connection is one of the key drivers of consumer decision making behaviour. Understanding what buyers want and the factors influencing consumer behaviour is essential to customer satisfaction and retention. Further, word-of-mouth referral is a powerful channel given the plethora of new social media platforms and their increasing sphere of influence. This course explores the buying decision process, demographics and consumer behavior, and market research. Topics will include motivation, perception, attitudes, and cultural influences.

Outcomes

On completion of this course, students should be able to:

  • apply the knowledge of consumer behaviour
  • explain the impacts of products, services, consumption activities and the marketing system on individuals and the society
  • define the buying decision process
  • explain and apply the concepts of consumer motivation, perception, attitudes, and the cultural influences on marketing strategy(ies)
  • apply, analyze and evaluate marketing strategy(ies) in business contexts
  • explain the importance of consumer research

Apply Today
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