Consumer Behaviour and Market Communications

Consumer Behaviour and Market Communications

Categories: Professional Courses
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About Course


This course aims to develop learners’ understanding of a theoretical and practical understanding of processes and factors that influence the consumer behaviour of individuals and organisations.

By learning about how consumers make decisions, what motivates them, and how contexts and practices influence consumption, you will be able to strategically apply these insights to the creation of customer value and learn how to critique and challenge current marketing practices and consumer communications.

The learners will be able to evaluate how consumer research has been undertaken and develop their intellectual and analytical capabilities vis-à-vis interpreting cultural and societal trends, parallel to psychological consumer processes, to inform marketing decision-making.

Learning Outcomes

Learners will:

  • Understand the fundamental psychological, sociological, structural and cultural factors that influence buying behaviour.
  • Understand the relevance of particular theories, factors, models and concepts related to consumer behaviour.
  • Understanding the marketing research process and customer insight in different contexts including digital contexts.
  • Understand the process of managing customer experience, customer relationship management and market communication.

Course Delivery

The course is delivered 100% online via our eLearning siteYour Student login details will be provided once your enrolment is complete.

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