Central to marketing and communications is a deep understanding of consumer behavior and the factors that influence and inform consumer decision making. This course provides professionals with tools to translate customer insights into actionable plans that drive loyalty and advocacy. The course reviews the concepts and theories of psychology and behavioral economics that can be used to understand and predict behavior in the marketplace, and to help drive engagement and response. Beyond the fundamentals, this course addresses the value of data-driven insights, the rise of social-listening tools, and the learnings from neuroscience. The course provides a framework for analyzing different consumer segments, their values, beliefs and behaviors, as well as establishing the nature of demand for products and services. Through recent case studies, and real-time business challenges, the course demonstrates how the theory and practice of consumer behavior can be applied in marketing management.
Continuing Education Units (CEU) :