Course Status:	Released	Courseware Features
Course Language:	English
Course Duration:	4 Hours
Deployment Options:	Online, Interactive CDs, Network, Downloads, Intranet

Audience

Managers, prospective managers, and any other employees seeking advanced competency in the area of marketing

Prerequisites

A basic understanding of the principles of marketing

Course Aim

To introduce the learner to different types of consumer behavior, and to define marketing information and research

Learning Objectives

Define consumer behavior. Explain how consumers may be influenced. Identify the consumers who make choices. Participate in product rebranding. Identify the organizational consumer. Discuss the processes and methods of organizational buying. Give the various types of business customer. Distinguish between marketing information and marketing research. Explain the steps of defining and analyzing problems. Explain how obtaining data fits into market research. Discuss the interpretation of data, and problem solving. Conduct effective market research. Formulate linear programming models. Work with modal and modeless forms. Create user authorization code.

Topics Covered

Individual Consumer Behavior - Defining consumer behavior - Influencing consumers - Making choices - DecisionPath: Rebranding Organizational Consumer Behavior - Organizational customers - Buying processes and relationships - Types of business customers Marketing Information and Research - Marketing information - Marketing research Five-Step Marketing Research Process - Analyzing problems in marketing research - Obtaining data for marketing research - Solving problems in marketing research

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