Consumer Behaviour

Course Information

Course Length     : 6 weeks
Estimated Effort  : 2 – 4 hrs per week

Course Overview

Consumer is the centre of all marketing actions. For a brand or a product to be able to appeal to the consumer and gain their loyalty, it is imperative that the it is not only created/designed but also marketed taking into serious consideration the interests, aspirations, and preferences of the consumer. Therefore, a clear understanding of Consumer Behaviour is indispensable to successful marketing action.

The online course “Consumer Behaviour” taught by Prof. S Ramesh Kumar, Chair of Excellence- Department of Marketing, Indian Institute of Management-Bangalore, is designed to meet the demands of marketing students as well as professionals. This course will introduce the learner to behavioural dimensions of marketing, thus providing a clear conceptual understanding about the basics of marketing. Rich with numerous examples on the practical implementation of the theories of Consumer Behaviour as demonstrated by different brands and companies over the decades, the course also provides insights into the practical application of Consumer Behaviour concepts.

The six weeks of course content will shed light on the general introduction to Consumer Behaviour; the process of consumer decision making; the nitty-gritties of market segmentation and brand positioning;  the manner in which a consumer learns about a brand/company/product and forms their perception on the same; and more importantly – how these theoretical insights can be put to use in practical marketing concepts by a marketeer.

S Ramesh Kumar

Indian Institute of Management Bangalore (IIMB)


Course Syllabus

Week 1: Introduction to Consumer Behaviour
  • Theoretical Frameworks of Consumer Behaviour
  • Cultural Symbolism
  • Digitalization
  • Summary and Additional Resources
Week 2: Segmentation and Brand Positioning
  • Weekly Overview
  • Relevance and Importance of Segmentation and Brand Positioning
  • Marketing Mix Elements
  • Types of Brands and Value
  • Targeting and Positioning
  • Psychographics
  • Summary and Additional Resources
Week 3: Consumer Decision Making
  • Weekly Overview
  • Types of Decisions and Decision Making
  • Consumer Decision Making Influencers
  • Role of Culture in Decision Making
  • Experiential Utility
  • Role of Emotions in Decision Making
  • Motivation and Emotion
  • Social Judgement Theory
  • Summary and Additional Resources
Week 4: Perception
  • Weekly Overview
  • Absolute Threshold / Just Noticeable Difference
  • Applications of Perception
  • Summary and Additional Resources
Week 5: Learning
  • Weekly Overview
  • Importance of Learning
  • Types of Learning
  • Classical Conditioning
  • Applications of Classical Conditioning
  • Summary and Additional Resources
Week 6: Consumer Behaviour in Practice
  • Weekly Overview
  • Consumer Profiling
  • Psychographics
  • Summary and Additional Resources

By the end of this MOOC, learners will be able to:

  • Explain the basic concepts of Consumer Behaviour and its linkages to marketing
  • Examine how markets are segmented, and brands are positioned
  • Analyse the phenomenon of consumer learning about a brand and forming perceptions about it
  • Compare how the theoretical aspects of Consumer Behaviour are practiced in real scenarios by marketeers and brands

This course is intended for those who are keen to understand the   behavioral perspectives in marketing that will help them to have a conceptual perspective in retailing /advertising /brand management / sales management/ marketing research (appreciation of consumer behavior only and not marketing research tools)/ marketing strategy/ digital marketing in areas of consumer fast moving goods/ durable goods/services .

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