Login Create Account

Back to Course Catalog

MKT303Management Sciences3 Unitsintermediate

Consumer Behaviour

This course introduces students to the fundamental principles of consumer behavior and its application in marketing strategies. It explores consumerism in economic theory, the psychology of marketing, and the purchasing process. Students will learn about motivation, satisfaction, communication, and the impact of contemporary marketing tools. The course also covers consumer research methodologies and ethical considerations in marketing, equipping students with a comprehensive understanding of consumer behavior.

Take a Practice Test Generate AI Study Notes

Take a practice test or generate AI study notes to help you excel in this course.

40h

Study Time

13

Weeks

3h

Per Week

none

Math Level

Course Keywords

Consumer BehaviorMarketingMotivationPurchasing ProcessConsumer Research

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level

Builds on foundational knowledge

65%

intermediate

📚

Math Level

No Math

📖

Learning Type

Theoretical Focus

Course Topics

Key areas covered in this course

1

Consumerism in Economic Theory

2

Psychology of Marketing

3

Communication in Consumer Behavior

4

Purchasing Process

5

Consumer Research Methodologies

6

Ethical Considerations in Marketing

Total Topics6 topics

Ready to Start

No specific requirements needed

This course is designed to be accessible to all students. You can start immediately without any prior knowledge or specific preparation.

Assessment Methods

How your progress will be evaluated (3 methods)

assignments

Comprehensive evaluation of course material understanding

Written Assessment

tutor-marked assessments

Comprehensive evaluation of course material understanding

Written Assessment

final examination

Comprehensive evaluation of course material understanding

Written Assessment

Career Opportunities

Explore the career paths this course opens up for you

Marketing Manager

Apply your skills in this growing field

Brand Manager

Apply your skills in this growing field

Market Research Analyst

Apply your skills in this growing field

Advertising Executive

Apply your skills in this growing field

Sales Manager

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

RetailAdvertisingMarket ResearchConsumer GoodsE-commerce

Study Schedule Beta

A structured 13-week journey through the course content

Week

1

Module 1: Consumer in Economic Theory

2h

Unit 1: Consumer Behaviour

2 study hours

•Read the introduction to consumer behavior.
•Understand the meaning of consumer behavior and its importance in marketing.
•Identify external and internal influences on consumer decisions.

Week

2

Module 1: Consumer in Economic Theory

2h

Unit 2: Motivation and Consumer Behaviour

2 study hours

•Explore classic theories of motivation.
•Examine cross-cultural differences in motives.
•Analyze consumer involvement and its impact on marketing.

Week

3

Module 1: Consumer in Economic Theory

2h

Unit 3: Consumer Satisfaction

2 study hours

•Define consumer satisfaction and its importance.
•Identify causes of satisfaction and dissatisfaction.
•Analyze the relationship between performance and satisfaction.

Week

4

Module 1: Consumer in Economic Theory

2h

Unit 4: Consumer Satisfaction and Orientation in Marketing Insight

2 study hours

•Understand customer satisfaction and its orientation in marketing insight.
•Differentiate between high-involvement and low-involvement purchases.
•Explore low-involvement marketing strategies.

Week

5

Module 1: Consumer in Economic Theory

2h

Unit 5: Issues in Consumerism

2 study hours

•Discuss issues in consumerism and their impact on marketing.
•Evaluate marketing effectiveness at micro and macro levels.
•Identify challenges facing marketers in developing ethical strategies.

Week

6

Module 2: Psychology of Marketing

2h

Unit 1: Psychology in Industrial Marketing

2 study hours

•Understand the inter-relationship between psychology and marketing.
•Explain the importance of studying consumers.
•Apply consumer behavior principles in industrial marketing.

Week

7

Module 2: Psychology of Marketing

2h

Unit 2: Nature of Communication in Consumer Behaviour

2 study hours

•Identify the components of communication.
•Describe the communication process.
•Analyze barriers to communication and strategies to overcome them.

Week

8

Module 2: Psychology of Marketing

2h

Unit 3: Attitude Change and Consumer Behaviour

2 study hours

•Define attitudes and attitude models.
•Summarize the tricomponent attitude model.
•Explain how marketers change attitudes.

Week

9

Module 2: Psychology of Marketing

2h

Unit 4: Attitude Change and Persuasive Communication

2 study hours

•Describe the stages involved in creating persuasive communication.
•List decisions marketers must make in designing messages.
•Identify factors influencing media category selection.

Week

10

Module 2: Psychology of Marketing

2h

Unit 5: Problem Recognition

2 study hours

•Explain the problem recognition process.
•Differentiate between need recognition and opportunity recognition.
•Describe the information search process.

Week

11

Module 4: Current Status of Consumer Behaviour Research

4h

Unit 1: Models of Consumer Research

2 study hours

•Explore models of consumer research.
•Differentiate between positivism and interpretivism.
•Compare qualitative and quantitative research methods.

Unit 2: Consumer Research Process

2 study hours

•Review the consumer research process.
•Understand how to develop research objectives.
•Learn to collect secondary data and design primary research.

Week

12

Module 4: Current Status of Consumer Behaviour Research

4h

Unit 3: Interdisciplinary influences on the study of Consumer Behaviour

2 study hours

•Identify interdisciplinary influences on consumer behavior.
•Understand the diversity of interests in consumer research.
•Discuss the academic versus applied focus of consumer research.

Unit 4: Contemporary Marketing Tools

2 study hours

•Analyze the impact of digital technologies on marketing strategies.
•Explore virtual consumption and the power of crowds.
•Understand contemporary marketing tools.

Week

13

Module 5: Consumers Role

4h

Unit 5: New Message Formats

2 study hours

•Explore new message formats, including mobile commerce.
•Understand social media platforms and their impact on marketing.
•Review the role of the consumer in marketing.

Unit 1: Role of the Consumer in Marketing

2 study hours

•Discuss group influence on consumer behavior.
•Understand the nature and influence of individual predispositions.
•Review consumer decision-making processes.

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

Course PDF Material

Read the complete course material as provided by NOUN.

Access PDF Material

Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Review all module summaries to reinforce key concepts and theories.

2

Create concept maps linking consumer motivation (Module 2) to purchasing decisions (Module 3).

3

Practice applying consumer behavior models (e.g., tricomponent attitude model) to real-world marketing scenarios.

4

Focus on understanding the different types of consumer research methods (Module 4) and their applications.

5

Analyze case studies related to ethical issues in marketing (Module 1) and develop solutions.

6

Allocate study time evenly across all modules, but prioritize areas of personal weakness.

7

Form study groups to discuss complex topics and share insights.

8

Practice answering past exam questions to familiarize yourself with the exam format and question types.

9

Review all self-assessment exercises and tutor-marked assignments to identify areas needing further study.

10

Create flashcards for key terms and definitions to aid memorization.

Related Courses

Other courses in Management Sciences that complement your learning

Cooperatives Field Administration

Economics & Business Environment

Feasibilities and Business Planning

View All Management Sciences Courses