(SCTP Module) Consumer Behavior and Behavorial Insights (classroom, Synchronous and Asynchronous)

This course provides an understanding of the consumer behaviour and uses behavioural insights frameworks to modify the behaviours of the consumers to achieve and influence better outcomes for the decision-making process. This module looks at pre-purchase and purchase factors that affect a consumer's behaviour. Topics covered will help students explore how modification of behaviours will affect consumer's decision-making process. They will also learn different concepts to understand how consumers think and what type of changes can be made to change a consumer's decision-making process. These topics will include: motivation, personality and self-image, perception, learning, attitude formation and change, culture, family and social class, communication, consumer decision making model, behavioural insight frameworks.

What You'll Learn

• Determine the consumer internal factors that affect consumer behaviour
• Determine the socio-cultural factors that affect consumer behaviour
• Determine the marketing-driven factors that affect consumer behaviour
• Apply the psychology theories in behavioural insights to the context of marketing and business
• Apply the framework of judgment and decision-making in behavioural insights to the context of marketing and business

Minimum Entry Requirement

Proficiency in English