Buyer Behaviour and Analysis

Overview

The Buyer Behaviour and Analysis course is part of the Marketing in a Digital World MicroMasters Credential from Curtin University - CurtinX.

In this course, you will learn about the role of consumer behaviour within marketing. We will discuss how this behaviour is shaped by the social and cultural environment, as well as a number of psychological factors.

You will learn about decision-making processes in consumption behaviour in different buying situations. This will develop your ability to integrate marketing processes at a higher level.

Concepts drawn from various disciplines such as psychology, economics and anthropology will be examined.

What you'll learn

• Apply analytical tools to determine how culture, personality and lifestyle affect the behaviour of consumers and self

• Analyse how consumer attitudes are formed, and consumer opinions change in order to better understand your own and other’s personal consumption experiences

• Evaluate how different sources of group influences can affect and radically change consumers’ consumption

• Create specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty