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buX-demo: MKT605
Consumer Behavior

buX

Consumer Behavior
Enrollment is Closed

Every firm needs a business strategy to compete effectively in the marketplace,. Ultimately, a strategy is deemed successful if the firm can convince customers to buy more of its products and less of the competitor's. This happens only if the firm markets a product that satisfies the needs of consumers through an understanding of the psychological and environmental forces influencing consumer behavior. This course capitalizes on the theories and applications of social sciences, behavioral economics, anthropology, and psychology to strengthen students’ understanding of consumer behavior. The course focuses on the psychological processes of consumers (e.g., motivation, perception, attitude, decision-making), and how do these affect marketers’ decisions regarding segmentation, targeting, branding, and customer satisfaction.
Enrollment is Closed

About This Course

Every firm needs a business strategy to compete effectively in the marketplace,. Ultimately, a strategy is deemed successful if the firm can convince customers to buy more of its products and less of the competitor's. This happens only if the firm markets a product that satisfies the needs of consumers through an understanding of the psychological and environmental forces influencing consumer behavior. This course capitalizes on the theories and applications of social sciences, behavioral economics, anthropology, and psychology to strengthen students’ understanding of consumer behavior. The course focuses on the psychological processes of consumers (e.g., motivation, perception, attitude, decision-making), and how do these affect marketers’ decisions regarding segmentation, targeting, branding, and customer satisfaction.


Learning Objectives

1. 1. Understanding consumer behavior in respective context
2. 2. Understanding consumer behavior related theories and their applications
3. 3. Developing skills in utilizing the relevant knowledge in context specific scenario

Intended Learning Outcomes

At the end of the course, the students should be able to:

1. Understand consumer behavior through the lens of marketing in this ever changing contemporary realities;
2. Internalize the theories related to consumer behavior and will apply those in respective context;
3. Craft context specific approach to design products to match with target consumers and their anticipated behaviors;
4. Be able to analyze consumer behavior and develop marketing strategies reflecting their analyses.

Requirements

Prerequisite Course: Marketing Management / Principles of Marketing

Course Instructors



Course Staff Image #1

Abureza M. Muzareba

Associate Professor, University of Dhaka
Brac Business School
ext.abureza.muzareba@bracu.ac.bd

Abureza M Muzareba serves as an adjunct faculty member for Brac University at Brac Business School. He completed his PhD from the University of Sheffield, England back in 2017. He has been in the academia since 2004 and taught at several institutions in Bangladesh and at University of Sheffield, England. His PhD research was showcased and presented for the esteemed audiences of Wellbeing Conference at Oxford University, England, and AAG Conference in Chicago, the USA. He also has industry experience with a prestigious international bank, and research experience with USAID, IFPRI, The University of Sheffield, UK Cabinet Office, O2, Barnsley Council, England, Seba Limited, and Care Bangladesh.


Enrollment is Closed