Marketing and Consumer Behavior Fundamentals
Explore consumer psychology, marketing strategies, market segmentation, brand management, and digital marketing tools to create effective campaigns.
Explore consumer psychology, marketing strategies, market segmentation, brand management, and digital marketing tools to create effective campaigns.
This comprehensive course explores the fundamental concepts of consumer behavior and their practical applications in marketing. Students learn about consumer decision-making processes, brand differentiation, and market segmentation strategies. The curriculum covers digital marketing perspectives, brand positioning, consumer perception, and learning patterns. Special emphasis is placed on practical applications through real-world examples and expert industry insights. The course integrates theoretical foundations with contemporary digital marketing practices, making it valuable for professionals across various marketing roles.
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What you'll learn
Master the fundamentals of consumer behavior and its relationship with marketing
Develop expertise in market segmentation and brand positioning strategies
Understand consumer decision-making processes and influencing factors
Learn to analyze consumer perception and learning patterns
Apply consumer behavior concepts to digital marketing scenarios
Gain practical insights through real-world marketing applications
Skills you'll gain
This course includes:
PreRecorded video
Graded assignments, exams
Access on Mobile, Tablet, Desktop
Limited Access access
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There are 6 modules in this course
This course provides a comprehensive understanding of consumer behavior principles and their application in marketing. The curriculum covers essential topics including market segmentation, brand positioning, consumer decision-making processes, perception, and learning patterns. Students learn to analyze consumer behavior in digital contexts and apply theoretical concepts to practical marketing scenarios. The course features insights from industry experts and real-world case studies, making it particularly relevant for professionals in marketing, retail, advertising, and brand management roles.
Introduction to Consumer Behaviour
Module 1
Segmentation and Brand Positioning
Module 2
Consumer Decision Making
Module 3
Perception
Module 4
Learning
Module 5
Consumer Behaviour in Practice
Module 6
Fee Structure
Instructor
4 Courses
Digital Marketing and Behavioral Decision-Making Expert at IIM Bangalore
Professor S. Ramesh Kumar, who retired from IIM Bangalore in June 2022, had a distinguished career spanning over 35 years combining industrial and academic experience. He joined IIMB as Assistant Professor of Marketing in 1995 and was promoted to Professor in 2001. With a Ph.D., MBA, and BE in Electronics and Communication Engineering from the University of Madras, Kumar specialized in applying marketing and consumer behavior concepts to the Indian context. His research focused on Branding-Consumer Behavior Interface, Cultural Dimensions in Marketing, and Consumer Behavior-Digital Marketing Interface. Kumar authored seven reference books on Marketing and Consumer Behavior, including an adaptation of a popular Consumer Behavior textbook for the Indian context. His academic contributions include 25 co-authored cases in Ivey and IIMB cases distributed by Harvard Business School, along with numerous publications in prestigious journals. Kumar's teaching excellence was recognized with the ICFAI Best Teacher Award from AIMS, and he held the IIMB Chair of Excellence from 2016 to 2019. At IIMB, he served in various leadership roles including Chairperson of PGPEM, Marketing area, and the Welfare Committee, contributing significantly to the institute's development as a world-class institution.
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