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Isaac Cheah
For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function.
In this course, you will learn about the role of consumer behaviour within marketing. We will discuss how this behaviour is shaped by the social and cultural environment, as well as a number of psychological factors.
You will learn about decision-making processes in consumption behaviour in different buying situations. This will develop your ability to integrate marketing processes at a higher level.
Read more
For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function.
In this course, you will learn about the role of consumer behaviour within marketing. We will discuss how this behaviour is shaped by the social and cultural environment, as well as a number of psychological factors.
You will learn about decision-making processes in consumption behaviour in different buying situations. This will develop your ability to integrate marketing processes at a higher level.
Read more
For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function.
In this course, you will learn about the role of consumer behaviour within marketing. We will discuss how this behaviour is shaped by the social and cultural environment, as well as a number of psychological factors.
You will learn about decision-making processes in consumption behaviour in different buying situations. This will develop your ability to integrate marketing processes at a higher level.
Concepts drawn from various disciplines such as psychology, economics and anthropology will be examined.
This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.
Register for this course and see more details by visiting:
OpenCourser.com/course/fhajkm/buyer
What's inside
Learning objectives
- Apply analytical tools to determine how culture, personality and lifestyle affect the behaviour of consumers and self
- Analyse how consumer attitudes are formed, and consumer opinions change in order to better understand your own and other's personal consumption experiences
- Evaluate how different sources of group influences can affect and radically change consumers' consumption
- Create specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty
- Apply analytical tools to determine how culture, personality and lifestyle affect the behaviour of consumers and self
- Analyse how consumer attitudes are formed, and consumer opinions change in order to better understand your own and other's personal consumption experiences
- Evaluate how different sources of group influences can affect and radically change consumers' consumption
- Create specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty
Syllabus
Topic 1: Introduction to buyer behaviour
Basic consumer behaviour concepts such as consumer needs and wants and market segmentation, as well as a psychological approach to understanding consumer behaviour
Read more
Syllabus
Topic 1: Introduction to buyer behaviour
Basic consumer behaviour concepts such as consumer needs and wants and market segmentation, as well as a psychological approach to understanding consumer behaviour
Read more
Topic 2: Culture
How cultural diversity and differences influence the way that consumers make decisions
Topic 3: Consumer decision making
Individual decision-making processes to understand if consumers make rational decisions, or if there are systematic biases in the ways people make decisions
Topic 4: E-commerce buying behaviour
How buyers behave in an online environment and identifying online technologies within modern marketing
Topic 5: Perception and unconscious thought.
The consumer perception process, sensory marketing, semiotics and subliminal advertising techniques
Topic 6: Learning, memory and product positioning
How basic cognitive processes (e.g., attention, learning and memory, self-control, and emotions) shape consumer decision-making
Topic 7: Motivation and involvement
The motivational drivers towards behaviour and involvement with the product, the marketing message, and purchase situation
Topic 8: Attitude formation and change
The nature of attitudes, attitude development and persuasion techniques
Topic 9: Gender stereotypes and social identity
The consumer's self-concept, gender identity, ideals of beauty and body decoration or mutilation
Topic 10: Consumer ethics and misbehaviour
How consumers' ethical concerns about business practices influence their purchase behaviour
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Develops an understanding of basic consumer behavior concepts by examining how culture, personality, and lifestyle affect consumer behavior
Examines the role of culture in shaping consumer decisions
Analyzes individual decision-making processes to understand how consumers make rational decisions or exhibit systematic biases
Explores the topic of e-commerce buying behavior
Examines the consumer perception process, sensory marketing, semiotics, and subliminal advertising techniques
Develops an understanding of how basic cognitive processes shape consumer decision-making
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Save Buyer Behaviour and Analysis to your list so you can find it easily later:
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Reviews summary
Avoid this course
According to students, avoid this course at all costs. They say that the course content is far too superficial, and that most of the examples given are juvenile
Can be completed in an hour.
"They estimate 8-10 hours PER module. Trust me you'll be done in 1 hour or less!"
Examples are not real-world.
"It's not remotely challenging - examples/infographics are juvenile!"
Concepts are too simple.
"The approach is so superficial, it feels like it was created for kids not grown adults."
"The entire focus is on binary concepts that are mostly common sense..."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Buyer Behaviour and Analysis with these
activities:
Review basic statistics and research methods
Show steps
Ensure a strong foundation for understanding research and data analysis in consumer behaviour.
Browse courses on
Statistics
Show steps
-
Go over your notes or textbooks from previous courses on statistics and research methods.
-
Complete practice problems or exercises to refresh your understanding of concepts.
Read 'Consumer Behaviour' by Michael R. Solomon
Show steps
Introduce key concepts in consumer behaviour and provide a foundation for the course.
View
Consumer Behavior: Buying, Having, Being
on Amazon
Show steps
-
Read and take notes on the first three chapters to familiarize yourself with the fundamentals of consumer behaviour.
-
Complete the end-of-chapter questions to check your understanding of the material.
-
Identify and explain the key concepts covered in each chapter.
Complete online quizzes on consumer behaviour theories
Show steps
Reinforce understanding of key concepts and provide immediate feedback.
Show steps
-
Identify reputable online platforms that offer quizzes on consumer behaviour theories.
-
Take multiple quizzes to test your knowledge and identify areas for improvement.
-
Review your answers and refer to course materials to address any misconceptions.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Watch YouTube videos on consumer psychology
Show steps
Enhance understanding of how psychological factors influence consumer behaviour.
Browse courses on
Consumer Psychology
Show steps
-
Search for videos on topics related to consumer psychology, such as motivation, perception, and decision-making.
-
Take notes on the key insights and research findings presented in the videos.
Join a study group to discuss course concepts
Show steps
Foster collaboration, enhance understanding, and identify areas for improvement.
Show steps
-
Find a study group or create one with classmates.
-
Meet regularly to discuss course materials, case studies, and assignments.
-
Engage in active listening, ask questions, and share insights.
Create a blog post on a consumer behaviour topic
Show steps
Develop critical thinking and communication skills while applying course concepts.
Show steps
-
Choose a specific topic related to consumer behaviour that interests you.
-
Research the topic thoroughly and gather relevant information.
-
Write a well-structured blog post that presents your findings and insights.
-
Share your blog post with others for feedback.
Connect with professionals in the field of consumer behaviour
Show steps
Gain insights from industry experts and build a network for career opportunities.
Show steps
-
Attend industry events or conferences related to consumer behaviour.
-
Reach out to professionals on LinkedIn or other professional networking platforms.
-
Request informational interviews to learn about their experiences and career paths.
Review basic statistics and research methods
Show steps
Ensure a strong foundation for understanding research and data analysis in consumer behaviour.
Browse courses on
Statistics
Show steps
Show steps
Show steps
- Go over your notes or textbooks from previous courses on statistics and research methods.
- Complete practice problems or exercises to refresh your understanding of concepts.
Read 'Consumer Behaviour' by Michael R. Solomon
Show steps
Introduce key concepts in consumer behaviour and provide a foundation for the course.
View
Consumer Behavior: Buying, Having, Being
on Amazon
Show steps
Show steps
Show steps
- Read and take notes on the first three chapters to familiarize yourself with the fundamentals of consumer behaviour.
- Complete the end-of-chapter questions to check your understanding of the material.
- Identify and explain the key concepts covered in each chapter.
Complete online quizzes on consumer behaviour theories
Show steps
Reinforce understanding of key concepts and provide immediate feedback.
Show steps
Show steps
Show steps
- Identify reputable online platforms that offer quizzes on consumer behaviour theories.
- Take multiple quizzes to test your knowledge and identify areas for improvement.
- Review your answers and refer to course materials to address any misconceptions.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Watch YouTube videos on consumer psychology
Show steps
Enhance understanding of how psychological factors influence consumer behaviour.
Browse courses on
Consumer Psychology
Show steps
Show steps
Show steps
- Search for videos on topics related to consumer psychology, such as motivation, perception, and decision-making.
- Take notes on the key insights and research findings presented in the videos.
Join a study group to discuss course concepts
Show steps
Foster collaboration, enhance understanding, and identify areas for improvement.
Show steps
Show steps
Show steps
- Find a study group or create one with classmates.
- Meet regularly to discuss course materials, case studies, and assignments.
- Engage in active listening, ask questions, and share insights.
Create a blog post on a consumer behaviour topic
Show steps
Develop critical thinking and communication skills while applying course concepts.
Show steps
Show steps
Show steps
- Choose a specific topic related to consumer behaviour that interests you.
- Research the topic thoroughly and gather relevant information.
- Write a well-structured blog post that presents your findings and insights.
- Share your blog post with others for feedback.
Connect with professionals in the field of consumer behaviour
Show steps
Gain insights from industry experts and build a network for career opportunities.
Show steps
Show steps
Show steps
- Attend industry events or conferences related to consumer behaviour.
- Reach out to professionals on LinkedIn or other professional networking platforms.
- Request informational interviews to learn about their experiences and career paths.
Career center
Learners who complete Buyer Behaviour and Analysis will develop knowledge and skills
that may be useful to these careers:
Consumer Psychologist
Consumer Psychologist
Consumer Psychologists study the behavior of consumers. This course may be useful for Consumer Psychologists because it provides a foundation in consumer behavior, including how consumers make decisions, how they are influenced by marketing messages, and how they respond to different marketing strategies. The course also covers topics such as consumer research, consumer behavior models, and consumer psychology, which are all important concepts for Consumer Psychologists to understand.
Marketing Manager
Marketing Manager
Marketing Managers develop and execute marketing campaigns to promote products and services. This course may be useful for Marketing Managers because it provides a comprehensive overview of consumer behavior, including how consumers make decisions, how they are influenced by marketing messages, and how they respond to different marketing strategies. The course also covers topics such as market segmentation, target marketing, and brand management, which are all essential concepts for Marketing Managers to understand.
Behavioral Economist
Behavioral Economist
Behavioral Economists apply economic principles to understand consumer behavior. This course may be useful for Behavioral Economists because it provides a foundation in consumer behavior, including how consumers make decisions, how they are influenced by marketing messages, and how they respond to different marketing strategies. The course also covers topics such as behavioral economics, decision-making, and consumer behavior, which are all important concepts for Behavioral Economists to understand.
Brand Manager
Brand Manager
Brand Managers are responsible for developing and managing brand strategies. This course may be useful for Brand Managers because it provides a deep understanding of consumer behavior, including how consumers perceive brands, how they make decisions about which brands to buy, and how they form relationships with brands. The course also covers topics such as brand positioning, brand equity, and brand loyalty, which are all important concepts for Brand Managers to understand.
Customer Experience Manager
Customer Experience Manager
Customer Experience Managers are responsible for creating and managing customer experiences. This course may be useful for Customer Experience Managers because it provides a foundation in consumer behavior, including how consumers perceive brands, how they make decisions about which brands to buy, and how they form relationships with brands. The course also covers topics such as customer journey mapping, customer service, and customer satisfaction, which are all important concepts for Customer Experience Managers to understand.
Neuromarketer
Neuromarketer
Neuromarketers use neuroscience to understand consumer behavior. This course may be useful for Neuromarketers because it provides a foundation in consumer behavior, including how consumers make decisions, how they are influenced by marketing messages, and how they respond to different marketing strategies. The course also covers topics such as neuromarketing, brain imaging, and consumer neuroscience, which are all important concepts for Neuromarketers to understand.
Social Media Manager
Social Media Manager
Social Media Managers are responsible for developing and managing social media strategies. This course may be useful for Social Media Managers because it provides a foundation in consumer behavior, including how consumers use social media and how they are influenced by social media messages. The course also covers topics such as social media marketing, social media analytics, and social media advertising, which are all important concepts for Social Media Managers to understand.
Email Marketer
Email Marketer
Email Marketers are responsible for creating and sending email marketing campaigns. This course may be useful for Email Marketers because it provides a foundation in consumer behavior, including how consumers use email and how they are influenced by email marketing messages. The course also covers topics such as email marketing strategy, email campaign design, and email analytics, which are all important concepts for Email Marketers to understand.
Content Marketer
Content Marketer
Content Marketers are responsible for creating and distributing content that attracts and engages consumers. This course may be useful for Content Marketers because it provides a foundation in consumer behavior, including how consumers consume content and how they are influenced by content marketing. The course also covers topics such as content marketing strategy, content creation, and content distribution, which are all important concepts for Content Marketers to understand.
Advertising Account Executive
Advertising Account Executive
Advertising Account Executives sell advertising space and time to businesses. This course may be useful for Advertising Account Executives because it provides a foundation in consumer behavior, including how consumers are influenced by advertising messages. The course also covers topics such as media planning, media buying, and campaign evaluation, which are all important concepts for Advertising Account Executives to understand.
Sales Manager
Sales Manager
Sales Managers are responsible for leading and motivating sales teams. This course may be useful for Sales Managers because it provides a foundation in consumer behavior, including how consumers make decisions and how they are influenced by sales messages. The course also covers topics such as sales management, sales training, and customer relationship management, which are all important concepts for Sales Managers to understand.
Product Manager
Product Manager
Product Managers are responsible for developing and managing products. This course may be useful for Product Managers because it provides a foundation in consumer behavior, including how consumers make decisions about which products to buy. The course also covers topics such as product development, product management, and product marketing, which are all important concepts for Product Managers to understand.
UX Designer
UX Designer
UX Designers are responsible for designing user interfaces for websites and apps. This course may be useful for UX Designers because it provides a foundation in consumer behavior, including how consumers interact with websites and apps. The course also covers topics such as user research, usability testing, and information architecture, which are all important concepts for UX Designers to understand.
Market Research Analyst
Market Research Analyst
Market Research Analysts are responsible for collecting, analyzing, and interpreting data about consumers. This course may be useful for Market Research Analysts because it provides a foundation in consumer behavior, including how culture, personality, and lifestyle affect consumer decisions. The course also covers topics such as consumer attitudes, perception, and motivation, which are all important factors to consider when conducting market research.
Public relations manager
Public relations manager
Public Relations Managers are responsible for managing the public image of organizations. This course may be useful for Public Relations Managers because it provides a foundation in consumer behavior, including how consumers form opinions about organizations and how they are influenced by public relations messages. The course also covers topics such as public relations strategy, public relations writing, and public relations campaigns, which are all important concepts for Public Relations Managers to understand.
For more career information including salaries, visit:
OpenCourser.com/course/fhajkm/buyer
Reading list
We've selected ten books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Buyer Behaviour and Analysis.
Save
This comprehensive textbook covers a wide range of topics in consumer behavior, providing a strong foundation for the course. It offers insights into consumer needs, wants, and decision-making processes.
Explores the psychological factors that influence consumer behavior, providing valuable insights into how consumers think and make decisions. It complements the course's focus on the social and cultural environment.
This fascinating book examines the irrational and often predictable ways in which consumers make decisions. It challenges traditional economic models and provides valuable insights into consumer behavior.
Explores the cultural differences that impact consumer behavior across different markets. It provides valuable insights for marketers operating in a global context.
Save
Delves into the science of habit formation and its implications for consumer behavior. It provides insights into how to create and change habits, which is valuable for marketers seeking to influence consumer choices.
Save
Uses neuroscience and psychology to explore the subconscious factors that drive consumer behavior. It provides marketers with insights into how to effectively target consumers' emotions and desires.
This classic work in psychology delves into the principles of persuasion and influence. It offers practical insights into how marketers can effectively influence consumer behavior.
This accessible book provides insights into the psychological factors that影響 consumer spending and saving habits. It offers practical advice on how to make better financial decisions.
Save
Exploring the concept of "nudges" - subtle changes in the environment that can influence behavior, this book provides insights into how to encourage positive consumer choices.
Save
Explores the relationship between consumer behavior and happiness. While not directly focused on consumer behavior, it offers valuable insights into the psychological factors that drive consumption.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/fhajkm/buyer
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Effort
8 to 10 hours per week for 12 weeks
Level
Advanced
Via
edX
Institution
Curtin University
Instructor
Isaac Cheah
Sessions
August 27, 2024
- November 20, 2024
March 26, 2024
- June 19, 2024
Language
English
Transcript
English
This course belongs to a
collection
called
Marketing in a Digital World. It's comprised of five courses:
- Digital Branding and Engagement
- Reputation Management in a Digital World
- Buyer Behaviour and Analysis (viewing)
- Strategic Brand Management
- Online Marketing Strategies
Good to know
Develops an understanding of basic consumer behavior concepts by examining how culture, personality, and lifestyle affect consumer behavior
Examines the role of culture in shaping consumer decisions
Analyzes individual decision-making processes to understand how consumers make rational decisions or exhibit systematic biases
Explores the topic of e-commerce buying behavior
Examines the consumer perception process, sensory marketing, semiotics, and subliminal advertising techniques
Develops an understanding of how basic cognitive processes shape consumer decision-making
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