Consumer Behavior: Advancing Understanding In Digital Age




What you'll learn
Understand key concepts in consumer behavior: Explore the foundational principles of consumer behavior.
Analyze the role of technology and digital trends: How digital behaviors, touchpoints, and online communities influence modern consumer interactions.
Evaluate factors influencing consumer decision-making: How perception, learning, memory, self-concept, attitudes, and motivations shape consumer intentions.
Apply consumer behavior theories to practical contexts: Integrate theories into real-world applications, such as product development, word-of-mouth strategies.
Requirements
Beginner-friendly: All concepts will be explained clearly, making it accessible for students, professionals, and enthusiasts at all levels.
Curiosity encouraged: A willingness to learn and explore the fascinating world of consumer behavior is all you need to get started.
No special tools needed: You only need a computer or device with internet access to participate and engage with the course materials.
Description
"Consumer Behavior: Advancing Understanding in Digital" offers an in-depth exploration of how modern consumers think, feel, and behave in an increasingly digital world. This course bridges the gap between psychology, technology, and marketing, providing learners with a solid foundation in consumer behavior and its applications in real-world marketing strategies.Throughout the course, learners will engage with nine comprehensive modules that cover the key drivers of consumer behavior. You will start by examining the core concepts of consumer needs, experiences, and decision-making processes. The course will delve into the role of Corporate Social Responsibility (CSR), value creation, and co-creation, alongside emerging digital marketing trends that influence consumer behavior.You will gain insights into the impact of technology and digital touchpoints, learning how to harness these tools to shape consumer interactions. Ethical considerations in consumer decision-making will also be addressed, equipping you with the knowledge to make responsible marketing decisions.As the course progresses, you will explore consumer roles in the buying process, the psychological factors of perception, learning, and memory, and how self-concept and personality affect purchasing decisions. The influence of attitudes, knowledge, and online communities will be covered, alongside the growing importance of influencers and word-of-mouth marketing in shaping consumer opinions.By the end of the course, you will have the expertise to apply consumer behavior insights to design effective marketing strategies, improve customer experiences, and adapt to the fast-paced digital transformation that is reshaping the modern marketplace.
Overview
Section 1: (Module 1) Foundations of Consumer Behavior and Experience Design
Lecture 1 Why study Consumer Behaviour?
Lecture 2 Maslow's Hierarchy of Needs
Lecture 3 Customer Experience
Section 2: (Module 2) Value Creation and Digital Marketing Trends
Lecture 4 What is Value?
Lecture 5 Value Cocreation
Lecture 6 Digital Marketing Trends
Section 3: (Module 3) The Role of Technology in Consumer Behavior
Lecture 7 The Role of Technology
Lecture 8 AI-powered tools
Lecture 9 Touch Points
Section 4: (Module 4) Customer Decision-Making Process
Lecture 10 Customer Decision-Making Process
Section 5: (Module 5) Consumer Intentions and Roles in Purchasing
Lecture 11 Consumer Intentions and Roles in Purchasing
Section 6: (Module 6) Internal Influences in Consumer Behavior
Lecture 12 Perception and Learning
Lecture 13 Memory
Lecture 14 Self-Concept
Lecture 15 Personality and Lifestyle
Lecture 16 Attitudes
Lecture 17 Knowledge
Section 7: (Module 7) External Influences in Consumer Behavior
Lecture 18 Reference Group Influences
Lecture 19 Culture
Lecture 20 Sales Strategies (Influence and Persuasion)
Professionals in marketing, sales, or business looking to enhance their understanding of customer needs, decision-making processes, and digital marketing trends.,Entrepreneurs and business owners seeking insights into how consumers interact with brands to improve customer experience and product development.,Anyone curious about consumer psychology who wants to explore how perceptions, motivations, and attitudes shape consumer behavior in today's digital age.


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