IMKT21800 - Consumer Behavior

Course Description

Consumers are the lifeblood of the marketing industry, and your success as a marketer depends on your ability to understand and connect to their buying behavior. This course teaches you to appreciate the fact that all marketing decisions are based on assumptions about consumer behavior. Throughout this course, you will learn to understand the role consumer behavior plays in designing strategies to create customer value, comprehend the overall relationship between marketing strategy and consumer behavior, and be able to describe the internal and external influences in consumer behavior. By the end of the course, you will understand how to market to consumers, but you will also become a better-informed and more effective consumer yourself.