Utilize proven insight to drive consumers’ purchasing decisions.
Duration: 8 weeks
Just like the adage, “the customer’s always right,” today’s reality is that the customer’s behavior should always guide a firm’s marketing efforts. In fact, all marketing decisions are based on assumptions about consumer behavior — whether those assumptions are correct or not. In MBA 666 Consumer Behavior, you will see how consumer behavior concepts and ideas influence marketing decisions, and evaluate ways to research customer behavior so that it can be used to enhance marketing strategy. You will consider the consumer decision making process, as well as the role of culture in consumer behavior. As you explore the role of the household as the basic purchasing and consuming unit, you will also consider how religious, ethnic, geographic, and other subcultures present marketers with challenges and opportunities.
What prompts a consumer to recognize a logo, remember a jingle, or respond to a graphic? You will explore consumer perception and how marketers must consider learning, memory, product positioning, motivation, personality and emotion when building stimuli into a marketing program. Both consumer attitudes and lifestyles are major drivers for product development strategies and market segmentation. You will learn ways to understand these drivers and marry that understanding with system tools to create effective advertising, marketing, and promotional strategies.
What You will Learn in MBA 666
Situational influences can drive an individual consumer’s behavior. These influences include physical surroundings, people they are with, time, what task they hope to achieve, habit, and mood. You will look at the concept of problem recognition on the part of consumers, how they are receptive to products and services to solve that problem, and how marketing strategy can target problem recognition. Consumers make choices based on their wants and needs, but also because many research online what they plan to buy. That research can be as extensive as reading in-depth reviews on product websites, or as simple as logging onto a trusted consumer forum to read a review. You will look at the nature of internal and external information searches and learn how marketing strategies can be built around search patterns.
SAMPLE DISCUSSION TOPIC
Over the next few years, what five products do you predict will see an increase in demand and which five will see demand decline in the wake of America’s changing demographics?
In selecting purchasing outlets, consumers tend to use the same criteria as brand selection. Consumers increasingly participate in multi-channel shopping — e-commerce and catalogs that complement brick and mortar sales. You will observe how marketing strategies can be based on in-store and online influences that affect product and brand choice. Outlet and brand choice can be adversely affected by a customer’s dissatisfaction with a purchase. You will examine the nature of consumer complaint behavior as you look at the convergence of customer satisfaction, repeat purchases, and customer commitment or brand loyalty.
Throughout this course, weekly topics may include but are not limited to:
- Strategy, Consumer Behavior and Cultural Considerations
- Subcultures, Families and Households, Group Influences
- Perception-Learning Memory, Product Positioning, Motivation, Personality, and Emotion
- Attitudes, Influencing Attitudes, Self-Concept and Lifestyle
- Situational Influences, Consumer Decision Process, Problem Recognition
- Information Search, Alternative Evaluation and Selection
- Outlet Selection, Purchase and Post Purchase
- Organizational Buyer Behavior and Marketing Regulations
Course Learning Outcomes
Upon successful completion of MBA 666, you will be able to:
- Measure, critique and interpret consumer behavior.
- Infer research data to create marketing strategies as a means of increasing consumer sales.
- Analyze trends in consumer marketing that impact corporate planning.
- Compare and contrast the purchase decision process in consumer and organizational markets.
Request More Information Today
To learn more about the online Master of Business Administration curriculum from Benedictine University, including Consumer Behavior, call (866) 295-3104 to speak with a program manager or request more information.
Course content and outcomes may vary and are subject to change without notice.