买方行为及其分析

Buyer Behaviour and Analysis

Learn how to analyse and apply consumer and buyer behaviour fundamentals to develop an effective marketing campaign.

1679 次查看
科廷大学
edX
  • 完成时间大约为 12
  • 高级
  • 英语
注:因开课平台的各种因素变化,以上开课日期仅供参考

你将学到什么

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

课程概况

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.

课程大纲

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

预备知识

Successful completion of MKT1x and MKT2x

千万首歌曲。全无广告干扰。
此外,您还能在所有设备上欣赏您的整个音乐资料库。免费畅听 3 个月,之后每月只需 ¥10.00。
Apple 广告
声明:MOOC中国十分重视知识产权问题,我们发布之课程均源自下列机构,版权均归其所有,本站仅作报道收录并尊重其著作权益。感谢他们对MOOC事业做出的贡献!
  • Coursera
  • edX
  • OpenLearning
  • FutureLearn
  • iversity
  • Udacity
  • NovoEd
  • Canvas
  • Open2Study
  • Google
  • ewant
  • FUN
  • IOC-Athlete-MOOC
  • World-Science-U
  • Codecademy
  • CourseSites
  • opencourseworld
  • ShareCourse
  • gacco
  • MiriadaX
  • JANUX
  • openhpi
  • Stanford-Open-Edx
  • 网易云课堂
  • 中国大学MOOC
  • 学堂在线
  • 顶你学堂
  • 华文慕课
  • 好大学在线CnMooc
  • (部分课程由Coursera、Udemy、Linkshare共同提供)

© 2008-2022 CMOOC.COM 慕课改变你,你改变世界