Location

Community Services & Continuing Education - Alexandria

Objectives

• This course aims to:1. To develop an understanding of consumer behavior from a variety of perspectives (multicultural, interdisciplinary, etc.).2. To develop and appreciation for and understanding of how marketing research, marketing strategy, and basic research on intra- and interpersonal processes play multiple roles in the discipline of marketing.3. To develop an understanding of peoples' consumption-related behaviors and to develop and evaluate marketing strategies intended to influence those behaviors.

Outcomes

By the end of this course, students should be able to:1. Use the Consumer Value Framework as a framework for understanding Consumer Behavior in a marketing context.2. Develop a Customer Profile using appropriate Segmentation Bases.3. Describe key Environmental Influences such as Political and Economic factors that affect Consumer Behavior and Marketing practices.4. Explain Affect and Cognition as psychological responses and subsequent Marketing implications.5. Describe Product Knowledge and Involvement as well as the importance of Attitudes and Intentions.6. Explain the Consumer Decision Making process.7. Describe the Communication process and types of Promotion communications and how these impact on the consumer.8. Explain what is meant by Behavior and how marketers can influence behavior using Marketing Mix variables in an ethical framework.9. Describe Conditioning and Learning and the subsequent marketing implications.10. Determine the key Sociological factors impacting o

Course Contents

• What is consumer behavior?• Decision making process.• External factors affecting consumer behavior: Culture and Subculture. • Internal factors affecting consumer behavior : personality- attitude • Motivation-perception.• Merchandising: how to display your products .• Stimulates interest and encourage customers to make a purchase.