Consumer Behavior and Insights

By Dr Yukti Khajanchi | ISME School of Management and Entrepreneurship, ATLAS SkillTech University, Mumbai

Learners enrolled: 1122

Course Overview - The course is based on Consumer Behavior, Consumer Research and Consumer Insights. This study is related to understanding why and how consumers make purchase decisions. The students will acquire the application of theoretical inputs into real life learning experiences (practical knowledge) on the industry best practices by formulating strategies for consumer behavior after understanding consumer psychology and conducting consumer research and analysis.

Course Objectives - On completion of this course, students will be able to –

• Define and explain the key concepts and theories related to consumer behavior and the factors that influence consumer decision-making processes.

• Demonstrate an understanding of how psychological principles can be applied to marketing and advertising strategies.

• Develop targeted strategies to influence consumer decision-making and drive product/service adoption.

• Analyze and interpret data obtained from consumer research to derive actionable insights for marketing and business strategies.

• Examine the ethical implications of consumer research and marketing strategies.

• Translate theoretical concepts into practical applications for solving real-world marketing challenges.

Summary

Course Status :	Ongoing
Course Type :	Core
Language for course content :	English
Duration :	6 weeks
Category :	Marketing
Level :	Undergraduate
Start Date :	20 Jan 2025
End Date :	30 Apr 2025
Enrollment Ends :	28 Feb 2025
Exam Date :
Translation Languages :	English
NCrF Level	6.5
Industry Details :	Logistics & Supply Chain

Page Visits

Course layout

Week 1: Understanding Consumer Behavior
Week 2: Understanding Consumer Market
Week 3: Determinants of Consumer Behavior

Week 4: Introduction to Consumer Research

Week 5: Introduction to Consumer Insights

Week 6: Introduction to Consumer Insights

Books and references

Required Resources

• Kumar, S.R. (2017) Consumer Behaviour: The Indian Context, 2e, Noida: Pearson.

• Consumer Behaviour 11/e, Schiffman / Wisenblit / Kumar, Pearson Education India

• Marketing Management 16/e, Kotler / Lane / Seth / Shainesh. G / Chernev, Pearson Education India

Recommended Resources

• Consumer Behavior (Text and Cases), Kapoor & Madichie, McGraw Hill Education

• Consumer Psychology (Paperback Import), Cathrine V. Jansson-Boyd, Open University Press; 1 edition (1 January 2010)

• The Making of the Consumer: Knowledge, Power and Identity in the Modern World, Frank Trentmann Berg, Oxford University Press2006

• Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why, Max Sutherland Allen & Unwin, 2008 Google Books

Instructor bio

Dr Yukti Khajanchi

ISME School of Management and Entrepreneurship, ATLAS SkillTech University, Mumbai

Dr. Yukti Khajanchi holds a Ph.D. from Jagdishprasad Jhabarmal Tibrewala University, Rajasthan, with a thesis titled "The Role of Emotional Intelligence in Developing Transformational Leadership Skills” and over +10 years of teaching experience in one of the premier institute in Mumbai. She has established a strong academic background.

She is the author of 3 books (Syllabus based copy) with Sheth Publications and participated in 3 to 4 research papers at various national and international conferences. She has 2 Journal publications to her credit showcasing a dedication to advancing knowledge in her field and further demonstrating her commitment to scholarly contributions.

Known for her people management skills, sensitivity, and collaborative spirit, she excels as a team player. Her attributes include patience, kindness, politeness, and a gentle demeanor, all underpinned by unwavering self-confidence. A results-oriented individual, she is lauded for her focus, reliability, systematic approach, and keen attention to detail.

Course certificate

Given that this is a non-credit course, it is important to note that there will be no final examination. Consequently, learners will not receive a certificate upon completion of the course. This structure aligns with the academic nature of the program, emphasizing the absence of a formal assessment and certification process for non-credit courses.

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