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Marketing and Consumer Behavior Fundamentals
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CERTIFICATE

Marketing and Consumer Behavior Fundamentals

This course is part of Product Marketing Strategy.

Course Cost

₹ 12,260

Beginner

Skill Level

6 Weeks

Self-paced lessons

This comprehensive course explores the fundamental concepts of consumer behavior and their practical applications in marketing. Students learn about consumer decision-making processes, brand differentiation, and market segmentation strategies. The curriculum covers digital marketing perspectives, brand positioning, consumer perception, and learning patterns. Special emphasis is placed on practical applications through real-world examples and expert industry insights. The course integrates theoretical foundations with contemporary digital marketing practices, making it valuable for professionals across various marketing roles.

S Ramesh Kumar

S Ramesh Kumar

English

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English

S Ramesh Kumar

S Ramesh Kumar

What you'll learn

  • Master the fundamentals of consumer behavior and its relationship with marketing

  • Develop expertise in market segmentation and brand positioning strategies

  • Understand consumer decision-making processes and influencing factors

  • Learn to analyze consumer perception and learning patterns

  • Apply consumer behavior concepts to digital marketing scenarios

  • Gain practical insights through real-world marketing applications

Skills you'll gain

Consumer Behavior
Brand Management
Digital Marketing
Market Segmentation
Marketing Strategy
Brand Positioning
Consumer Psychology
Marketing Research
Sales Management

This course includes:

PreRecorded video

Graded assignments, exams

Access on Mobile, Tablet, Desktop

Limited Access access

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There are 6 modules in this course

This course provides a comprehensive understanding of consumer behavior principles and their application in marketing. The curriculum covers essential topics including market segmentation, brand positioning, consumer decision-making processes, perception, and learning patterns. Students learn to analyze consumer behavior in digital contexts and apply theoretical concepts to practical marketing scenarios. The course features insights from industry experts and real-world case studies, making it particularly relevant for professionals in marketing, retail, advertising, and brand management roles.

Introduction to Consumer Behaviour

Module 1

Segmentation and Brand Positioning

Module 2

Consumer Decision Making

Module 3

Perception

Module 4

Learning

Module 5

Consumer Behaviour in Practice

Module 6

Fee Structure

Individual course purchase is not available - to enroll in this course with a certificate, you need to purchase the complete Professional Certificate Course. For enrollment and detailed fee structure, visit the following: Product Marketing Strategy

Reviews

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Faculties

These are the expert instructors who will be teaching you throughout the course. With a wealth of knowledge and real-world experience, they're here to guide, inspire, and support you every step of the way. Get to know the people who will help you reach your learning goals and make the most of your journey.

S Ramesh Kumar

4

Courses

Professor S. Ramesh Kumar, who retired from IIM Bangalore in June 2022, had a distinguished career spanning over 35 years combining industrial and academic experience. He joined IIMB as Assistant Professor of Marketing in 1995 and was promoted to Professor in 2001. With a Ph.D., MBA, and BE in Electronics and Communication Engineering from the University of Madras, Kumar specialized in applying marketing and consumer behavior concepts to the Indian context. His research focused on Branding-Consumer Behavior Interface, Cultural Dimensions in Marketing, and Consumer Behavior-Digital Marketing Interface. Kumar authored seven reference books on Marketing and Consumer Behavior, including an adaptation of a popular Consumer Behavior textbook for the Indian context. His academic contributions include 25 co-authored cases in Ivey and IIMB cases distributed by Harvard Business School, along with numerous publications in prestigious journals. Kumar's teaching excellence was recognized with the ICFAI Best Teacher Award from AIMS, and he held the IIMB Chair of Excellence from 2016 to 2019. At IIMB, he served in various leadership roles including Chairperson of PGPEM, Marketing area, and the Welfare Committee, contributing significantly to the institute's development as a world-class institution.
Marketing and Consumer Behavior Fundamentals

Beginner

Skill Level

6 Weeks

Self-paced lessons

Course Cost

₹ 12,260

Completion

CERTIFICATE

Frequently asked Questions

Below are some of the most commonly asked questions about this course. We aim to provide clear and concise answers to help you better understand the course content, structure, and any other relevant information. If you have any additional questions or if your question is not listed here, please don't hesitate to reach out to our support team for further assistance.