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Buyer Behaviour and Analysis (2022)

Marketing in a Digital World,

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.

What you'll learn

  • 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
  • Basic consumer behaviour concepts such as consumer needs and wants and market segmentation, as well as a psychological approach to understanding consumer behaviour
  • How cultural diversity and differences influence the way that consumers make decisions
  • Individual decision-making processes to understand if consumers make rational decisions, or if there are systematic biases in the ways people make decisions
  • How buyers behave in an online environment and identifying online technologies within modern marketing
  • The consumer perception process, sensory marketing, semiotics and subliminal advertising techniques
  • How basic cognitive processes (e.g., attention, learning and memory, self-control, and emotions) shape consumer decision-making
  • The motivational drivers towards behaviour and involvement with the product, the marketing message, and purchase situation
  • The nature of attitudes, attitude development and persuasion techniques
  • The consumer's self-concept, gender identity, ideals of beauty and body decoration or mutilation
  • How consumers' ethical concerns about business practices influence their purchase behaviour

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Rating 1.0 based on 1 ratings
Length 12 weeks
Effort 8 - 10 hours per week
Starts On Demand (Start anytime)
Cost $199
From Curtin University, CurtinX via edX
Instructors Dr. Isaac Cheah, Isaac Cheah
Download Videos On all desktop and mobile devices
Language English
Subjects Business Personal Development
Tags Business & Management Communication

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What people are saying

8-10 hours per module

They estimate 8-10 hours PER module.

remotely challenging - examples/infographics

It's not remotely challenging - examples/infographics are juvenile!

created for kids

The approach is so superficial, it feels like it was created for kids not grown adults.

hour or less

Trust me you'll be done in 1 hour or less!

mostly common sense

The entire focus is on binary concepts that are mostly common sense and out of place in today's digital world.

binary concepts

digital world

entire focus

estimate 8-10

feels like

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Rating 1.0 based on 1 ratings
Length 12 weeks
Effort 8 - 10 hours per week
Starts On Demand (Start anytime)
Cost $199
From Curtin University, CurtinX via edX
Instructors Dr. Isaac Cheah, Isaac Cheah
Download Videos On all desktop and mobile devices
Language English
Subjects Business Personal Development
Tags Business & Management Communication

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