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MKT823Management Sciences3 Unitsintermediate

Comsumer Behaviour

This course provides a comprehensive overview of consumer behavior, exploring the psychological, social, and cultural factors that influence purchasing decisions. It examines key concepts such as motivation, perception, learning, attitudes, and decision-making processes. The course also delves into the impact of family, social groups, and cultural settings on consumer behavior, equipping students with a strong understanding of how to effectively target and engage consumers in the marketplace.

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208h
Study Time
13
Weeks
16h
Per Week
none
Math Level
Course Keywords
Consumer BehaviorMarket SegmentationMotivationAttitudesCultural Influence

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

Consumer Motivation

2

Market Segmentation

3

Consumer Perception

4

Attitude Formation

5

Social Influence

6

Cultural Values

7

Consumer Decision Making

Total Topics7 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: Introduction

4h

Unit 1: Introduction to Consumer Behaviour

4 study hours
  • •Define consumer behavior and its perspectives.
  • •Explain the importance of studying consumer behavior.
  • •Discuss the applications of consumer behavior knowledge.
Week
2

Module 1: Introduction

4h

Unit 2: Market Segmentation

4 study hours
  • •Define market segmentation and its criteria.
  • •Describe the process of market segmentation.
  • •Identify the bases for market segmentation.
Week
3

Module 2: Consumer as an Individual

4h

Unit 1: Motivation and Involvement

4 study hours
  • •Describe the concepts of motivation and motives.
  • •Explain the theories of motivation.
  • •Classify different types of motives.
  • •Discuss the role of motives in consumer behavior.
Week
4

Module 2: Consumer as an Individual

4h

Unit 2: Personality and Self-Concept

4 study hours
  • •Define personality and self-concept.
  • •Explain the theories of personality.
  • •Describe how self-concept develops.
  • •Discuss brand personality and its marketing applications.
Week
5

Module 2: Consumer as an Individual

4h

Unit 3: Perception

4 study hours
  • •Define perception and its elements.
  • •Explain the perception process.
  • •Discuss the relationship between perception and consumer information processing.
  • •Analyze the impact of perceptual judgments on marketing strategy.
Week
6

Module 2: Consumer as an Individual

4h

Unit 4: Learning and Memory

4 study hours
  • •Define learning and memory.
  • •Describe the elements of learning.
  • •Explain the behavioral theory of learning.
  • •Discuss the general characteristics of learning.
Week
7

Module 2: Consumer as an Individual

4h

Unit 5: Attitude Formation and Change

4 study hours
  • •Define attitude and its functions.
  • •Describe the characteristics of attitudes.
  • •Explain the sources of attitude development.
  • •Discuss strategies for changing attitudes and intentions.
Week
8

Module 3: Consumer and Social/Cultural Setting

4h

Unit 1: Family and Household

4 study hours
  • •Define family and household.
  • •Describe the traditional and modern family life cycle.
  • •State the variables affecting family purchase decisions.
  • •Discuss the nature of family decision-making and purchase roles.
Week
9

Module 3: Consumer and Social/Cultural Setting

4h

Unit 2: Social Group

4 study hours
  • •Define social group and classify different types of consumer social groups.
  • •Identify the characteristics of a social group.
  • •Describe reference groups and their influence on consumer behavior.
  • •Discuss reference group marketing strategies.
Week
10

Module 3: Consumer and Social/Cultural Setting

4h

Unit 3: Consumer Social Class

4 study hours
  • •Define social class and identify the variables of social class research.
  • •Describe the determinants of social class.
  • •Explain consumer behavior and social class categorization.
  • •Discuss social class measurement and its problems.
Week
11

Module 3: Consumer and Social/Cultural Setting

4h

Unit 4: Cultural Influence

4 study hours
  • •Describe the meaning of culture and its essential features.
  • •Explain the nature of cultural values and how they influence consumer behavior.
  • •Discuss cultural changes and their implications for strategic marketing practices.
  • •Describe consumer rituals and dimensions.
Week
12

Module 4: Consumer and Decision Making

4h

Unit 1: Adoption and Diffusion of Innovation

4 study hours
  • •State the differences between diffusion and innovation.
  • •Describe the process of consumer diffusion.
  • •Identify factors affecting the spread of innovation.
  • •Identify categories of adopters.
Week
13

Module 4: Consumer and Decision Making

8h

Unit 2: Consumer Information Processing

4 study hours
  • •Describe what is meant by the term 'Information processing'.
  • •State the stages of information processing.
  • •Describe the types of information consumers usually seek.
  • •Explain the sources of information and determinants of benefits and costs of information search.

Unit 3: Consumer Decision Making

4 study hours
  • •Review key concepts and theories from Modules 1-4.
  • •Work on assignments and tutor-marked assessments.
  • •Prepare for final examinations.

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.

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Create detailed summaries of each unit, focusing on key definitions and concepts.

2

Use case studies to apply theoretical knowledge to real-world scenarios.

3

Practice analyzing advertisements and marketing campaigns from a consumer behavior perspective.

4

Develop a strong understanding of the various models and theories presented in the course.

5

Review all tutor-marked assignments and feedback to identify areas for improvement.

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