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Consumer Behaviour and Marketing Research in an International Context

Consumer Behaviour and Marketing Research in an International Context

ENAE Business School

Curso presencial

Murcia


350

At the end of the course, the participants will:

Recognize the importance of understanding consumer behavior for successful marketing.

Have an insight into how consumers think and behave, and the strategies/tactics marketers use to influence consumer behavior.

Have an understanding of what marketing research is, when to conduct research, and how to do it.

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Localización

Fecha inicio

Murcia

Objetivos

Goals and Student Profile Goals At the end of the course, the participants will: Recognize the importance of understanding consumer behavior for successful marketing. Have an insight into how consumers think and behave, and the strategies/tactics marketers use to influence consumer behavior. Have an understanding of what marketing research is, when to conduct research, and how to do it. Appreciate the role probability and data analysis play in conducting scientific and statistically reliable research. Be able to appreciate h...

Temario completo de este curso

Curriculum

CONSUMER BEHAVIOR
1. Importance of understanding consumer behavior
2. Perception and Attention
3. Learning and Memory
4. Motivation
5. The Self
6. Personality and Lifestyles
7. Attitudes
8. Consumer Decision Making
9. Role of Demographics and Culture in Consumer Behavior

MARKETING RESEARCH
1. Importance of marketing research
2. How marketing questions translate to Marketing Research Objectives
3. Sources of Data
4. Qualitative Research
5. Primary Data Collection: Surveys, Observati...

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