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The brain mechanisms
What happens in the brain during a consumer's choice, the methods used to measure it, and how to stay current in the field.
Diploma in Market Research and Consumer Behavior
What happens in the customer's head between the impulse and the purchase
An introduction to the methods of consumer neuroscience and neuromarketing: what they actually measure, what their results mean, and how they translate into managerial decisions about a product.
Corresponds to course MAR4503S in Keiser University's official catalog.
Diploma from a U.S. university
Highly qualified faculty
Personalized classes
International network
The diploma
Market Research and Consumer Behavior
Understanding consumer behavior is essential before launching a product. If the organization doesn't analyze how the customer will respond, it faces losses. Every consumer has a distinct mindset toward buying, consuming and disposing of a product.
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The full decision process
From recognizing the need to post-purchase evaluation, with the variables that influence each stage.
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A true consumer-first approach
Adopting a genuine consumer focus in managerial decisions, instead of projecting what you yourself would buy.
Syllabus
Four weeks, four stages
Understanding consumer behavior is essential before launching a product. If the organization doesn't analyze how the customer will respond, it faces losses. Every consumer has a distinct mindset toward buying, consuming and disposing of a product.
01Week 1
Fundamentals and strategy
The concept of consumer behavior and how analyzing it directly affects an organization's marketing strategy.
Consumer behaviorImpact on strategyNew technologies
02Week 2
Internal and external factors
The internal variables that shape consumer behavior and the external factors that condition it from the environment.
Internal factorsExternal factorsPerception
03Week 3
Search and evaluation
How consumers research the products they're looking for, and the process of evaluating and selecting products and services.
Consumer researchEvaluating alternativesSelection
04Week 4
Decision and post-purchase
The steps of the purchase decision process, what happens after the purchase and its outcomes, and how to legitimately influence consumer behavior.
Decision processPost-purchaseInfluencing behaviorNeuromarketing
The Graduate Program in Strategic Marketing is a parallel specialization: it does not count credits toward the MBA. To build credits toward the master's degree, the path is the Graduate Program in Management and Leadership.
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