Customer behavior analysis is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing.
By the end of this certification training course, participants will learn to:
- Demonstrate an understanding of the theories and models of consumer behavior.
- Apply theoretical models of consumer behavior to real world business problems
- Describe how consumer behavior patterns can be used to effectively identify and target market segments.
- Demonstrate an understanding of simple models of behavioral economics.
- Describe how these models can be used to explain and predict consumer behavior.
- Preliminary Assignment due
- A Consumer Society
- Preliminary Assignment Due
- Behavioral Economics – Explaining the seemingly irrational
- Shopping, Buying, Evaluating – Individual Decision Making
- Mandatory Mid-term Assignment
- Perception and Self
- Motivation, Values, and Lifestyles
- Mandatory Mid-term Assignment Due
- Learning and Memory
- Attitudes and Attitude Change
- Group Influences and Opinion Leadership
- Family Structures, Social Class
- Culture and Consumer Behavior
- Comprehensive Review
This program is designed for all those who are involved in Sales and Marketing Management.