Technology, Digital Behavior, and Customer Behavior
“Consumer Behavior: Advancing Understanding in Digital” offers an in-depth exploration of how modern consumers think, feel, and behave in an increasingly digital world. This course bridges the gap between psychology, technology, and marketing, providing learners with a solid foundation in consumer behavior and its applications in real-world marketing strategies.
What you’ll learn
- Understand key concepts in consumer behavior: Explore the foundational principles of consumer behavior..
- Analyze the role of technology and digital trends: How digital behaviors, touchpoints, and online communities influence modern consumer interactions..
- Evaluate factors influencing consumer decision-making: How perception, learning, memory, self-concept, attitudes, and motivations shape consumer intentions..
- Apply consumer behavior theories to practical contexts: Integrate theories into real-world applications, such as product development, word-of-mouth strategies..
Course Content
- (Module 1) Foundations of Consumer Behavior and Experience Design –> 3 lectures • 32min.
- (Module 2) Value Creation and Digital Marketing Trends –> 3 lectures • 29min.
- (Module 3) The Role of Technology in Consumer Behavior –> 3 lectures • 34min.
- (Module 4) Customer Decision-Making Process –> 1 lecture • 17min.
- (Module 5) Consumer Intentions and Roles in Purchasing –> 1 lecture • 12min.
- (Module 6) Internal Influences in Consumer Behavior –> 6 lectures • 1hr 1min.
- (Module 7) External Influences in Consumer Behavior –> 3 lectures • 28min.
Requirements
“Consumer Behavior: Advancing Understanding in Digital” offers an in-depth exploration of how modern consumers think, feel, and behave in an increasingly digital world. This course bridges the gap between psychology, technology, and marketing, providing learners with a solid foundation in consumer behavior and its applications in real-world marketing strategies.
Throughout the course, learners will engage with nine comprehensive modules that cover the key drivers of consumer behavior. You will start by examining the core concepts of consumer needs, experiences, and decision-making processes. The course will delve into the role of Corporate Social Responsibility (CSR), value creation, and co-creation, alongside emerging digital marketing trends that influence consumer behavior.
You will gain insights into the impact of technology and digital touchpoints, learning how to harness these tools to shape consumer interactions. Ethical considerations in consumer decision-making will also be addressed, equipping you with the knowledge to make responsible marketing decisions.
As the course progresses, you will explore consumer roles in the buying process, the psychological factors of perception, learning, and memory, and how self-concept and personality affect purchasing decisions. The influence of attitudes, knowledge, and online communities will be covered, alongside the growing importance of influencers and word-of-mouth marketing in shaping consumer opinions.
By the end of the course, you will have the expertise to apply consumer behavior insights to design effective marketing strategies, improve customer experiences, and adapt to the fast-paced digital transformation that is reshaping the modern marketplace.