Audience

Managers, prospective managers, and any other employees seeking advanced competency in the theory and practice of consumer behavior

Prerequisites

A comprehensive understanding of the principles of marketing

Course Aim

To analyze consumer behavior

Learning Objectives

Explain the range of consumer behavior. Appreciate how marketing impacts consumers. Outline how business ethics and public policy affect marketing. Describe addictive consumer behavior. Use marketing methods to appeal to consumers' sensory systems. Explain the processes of exposure and attention. Appreciate how consumers interpret products. Describe the learning process. Apply behavioral theories. Outline how instrumental conditioning works. Apply cognitive learning theory. Identify the role of memory. Stimulate memory. Sell to the customer.

Topics Covered

Marketing and Consumer Behavior - Understanding consumer behavior - Marketing's impact on consumers - Ethics and public policy - Addictive consumer behavior Perception - Sensory systems - Exposure and attention - Interpretation Learning - The learning process - Application of behavioral theories - Instrumental conditioning - Cognitive learning theory Memory - The role of memory - How to stimulate memory - DecisionPath: Marketing a product

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