Buyer Behaviour and Analysis

Course
en
English
Subtitles available
96 h
This content is rated 5 out of 5
Source
  • From www.edx.org
More info
  • 12 Sequences
  • Advanced Level
  • Subtitles in English
  • Starts on March 25, 2024
  • Ends on June 18, 2024

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Course details

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

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

Prerequisite

Successful completion of

and

Instructors

Isaac Cheah
Senior Lecturer, School of Marketing
Curtin University

Editor

Curtin University is the largest tertiary education institution in Western Australia. Its main campus is in Perth, Western Australia. Founded in 1966, it was first known as the Western Australian Institute of Technology (WAIT) and from 1986 as Curtin University of Technology before taking its current name in 2010. It is named after John Curtin, Prime Minister of Australia during the Second World War.

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