NEW PROFESSIONAL (6-WEEK) EVENING COURSE
(All six week courses cost £560 + VAT and are eligible for 'Train to Gain' Funding)!
Buyer Behaviour and Consumerism
Commences Thursday 14th January 2010
(6.15pm to 9.30pm for 6 Thursdays)
By designing creative advertising campaigns students on this course will explore the world of marketing and promotion and acquire an excellent understanding of this field. They will acquire a thorough grounding and learn the importance of marketing communications to the development of a business and make a positive contribution to the work of a Marketing, Advertising & Public Relations department.
Introduction to the Study of Consumer Behaviour:
What is consumer behaviour, why we study consumer behaviour, why the field of consumer behaviour developed, the role of consumer behaviour.
Consumer Research:
The consumer research process, developing the research objectives, collecting secondary data, designing primary research, data collection, analysis & report preparation.
Analytical Segmentation System for Consumers:
Who uses market segmentation, how marketers use market segmentation, bases for market segmentation, including social class, social status, family, company size, product, usage and location, implementing segmentation strategies.
Consumer Needs & Motivation:
Motivation, needs, goals, positive & negative motivation, dynamic nature of motivation including frustration & arousal of motives, types and system of needs, motivation research.
Personality & Consumer Behaviour:
What is personality, theories of personality, personality and understanding consumer diversity.
Consumer Perception:
What is perception, the dynamics of perception, consumer imagery.
Learning & Consumer Involvement:
What is learning, behavioural learning theories, cognitive learning theories, brand loyalty and brand equity.
Nature of Consumer Attitudes:
What are attitudes, structural models of attitudes, attitude formation, attitude change.
Group Dynamics & Consumer Reference Groups:
Types of groups, reference groups & their applications, what is a family, functions of the family, family decision making, the family life cycle.
Social Class & Consumer Behaviour:
What is social class, measurement of social class, lifestyle profiles of the social class, the affluent consumer, the non-affluent consumer.
The Influence of Culture on Consumer Behaviour:
What is culture, characteristics of culture, measurement of culture, core values, what is sub-culture, sub-cultural aspects of consumer behaviour.
Diffusion of Innovations:
The diffusion process, the adoption process, a profile of the consumer innovator.
Consumer Decision Making:
What is a decision, four views of consumer decision making, models of consumer decision making, opinion leadership, the interpersonal flow of communication.
Core Text: Consumer Behaviour – Leon G Schiffman & Leshie Lazar (Prentice Hall)
Alternative Text and Further Reading: Consumer Behaviour – Chris Rice (Butterworth/Heinemann)
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