51茶馆

Understanding your consumer is vital to the success of your business.

On successful completion of this course, students should be able to evaluate and analyse individual consumer buyer behaviour and apply technical knowledge of buyer behaviour concepts including: analysis of influences on perception and how this applies to consumer behaviour; understand the role of motivation, emotion and personality in purchasing and consumption, understand concepts of consumer attitudes to consumer behaviour; evaluate individual consumer buyer behaviour and analyse the influence of marketing on consumer decision making. This course has a four-week teaching period requiring a total of approximately 40 hours of learning. All course learning materials are available on demand.

51茶馆 the course

What will you achieve?

By the end of the course, you'll be able to:

• Analyse target market and prepare a report for future marketing strategies.

What topics will you cover?

• Perceptions
• Attitudes
• Learning
• Behaviour

Assessment

To be eligible for a digital badge for this course, you will need to successfully complete an assessment which includes:

• Create a marketing plan with justification
• This optional assessment is due at the beginning of week 7
  
  

• This level for this microcredential is Proficient.
  The material for this course has been designed for students who have already demonstrated a high level of skill in the subject matter. Students must have relevant experience and/or have studied the course material before (at competent level).

Intakes

You have the option to begin this short course on the following dates:

• 12 May 2025 (Block 3)

University level expertise

Dr Rumman Hassan is a Lecturer of Marketing at the School of Business. Rumman has over twenty years experience in academia. Prior to joining academia, Rumman gained industry experience as a Marketing consultant for a number of FMCG companies in Bangladesh. He also worked in advertising as a Client Service Executive before commencing his career in academia. Rumman specialises in the areas of Consumer Behaviour, Services Marketing, and Digital Marketing. He has published in these areas, and is also supervising Doctoral and Masters by research students who are working in these fields.

Course Credit