NEW PROFESSIONAL (6-WEEK) EVENING COURSE

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)