Course Overview - The course is based on Consumer Behavior, Consumer Research and Consumer Insights. This study is related to understanding why and how consumers make purchase decisions. The students will acquire the application of theoretical inputs into real life learning experiences (practical knowledge) on the industry best practices by formulating strategies for consumer behavior after understanding consumer psychology and conducting consumer research and analysis. Course Objectives - On completion of this course, students will be able to –• Define and explain the key concepts and theories related to consumer behavior and the factors that influence consumer decision-making processes.• Demonstrate an understanding of how psychological principles can be applied to marketing and advertising strategies.• Develop targeted strategies to influence consumer decision-making and drive product/service adoption.• Analyze and interpret data obtained from consumer research to derive actionable insights for marketing and business strategies.• Examine the ethical implications of consumer research and marketing strategies.• Translate theoretical concepts into practical applications for solving real-world marketing challenges.
Overview
Syllabus
Week 1: Understanding Consumer Behavior
Week 2:Understanding Consumer Market
Week 3:Determinants of Consumer Behavior
Week 4:Introduction to Consumer Research
Week 5:Introduction to Consumer Insights
Week 6: Introduction to Consumer Insights
Syllabus page
Taught by
Dr Yukti Khajanchi
