Course / Course Details

Marketing Management & Consumer Behavior

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Eligibility Requirements

Bachelor's degree (16 years of education) or equivalent qualification.

Course Description

Explores market research, buyer behavior, brand strategy, integrated marketing communications, and digital marketing strategies.

Course Learning Outcomes

    • Construct market segmentation, targeting, and positioning (STP) strategies.
    • Analyze psychological and socio-cultural factors influencing consumer decision-making.
    • Design end-to-end marketing mix strategies (Product, Price, Place, Promotion).
    • Evaluate digital marketing performance and brand equity models.

Course Curriculum

  • 15 chapters
  • 15 lectures
  • 0 quizzes
  • N/A total length
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1 introduction
Preview
10 Min

Modern Marketing Thought & Customer Value Creation

1 introduction
Preview
10 Min

Strategic Marketing Planning & Market Opportunity Analysis

1 introduction
Preview
10 Min

Consumer Decision-Making Process & Psychological Drivers

1 introduction
Preview
10 Min

Socio-Cultural Influences & B2B Purchasing Behavior

1 introduction
Preview
10 Min

Marketing Research Design & Customer Insights Gathering

1 introduction
Preview
10 Min

Market Segmentation, Targeting & Positioning (STP)

1 introduction
Preview
10 Min

Product Life Cycle, Innovation & Service Design

1 introduction
Preview
10 Min

Strategic Pricing Frameworks & Value-Based Pricing

1 introduction
Preview
10 Min

Distribution Channels, Retail & Supply Chain Intermediaries

1 introduction
Preview
10 Min

Integrated Marketing Communications (IMC) Strategy

1 introduction
Preview
10 Min

Brand Equity, Positioning & Brand Architecture

1 introduction
Preview
10 Min

Digital Marketing, Social Media Analytics & SEO/SEM

1 introduction
Preview
10 Min

Customer Relationship Management (CRM) & Lifetime Value (CLV)

1 introduction
Preview
10 Min

Global Marketing Management & Cultural Adaptation

1 introduction
Preview
10 Min

Strategic Marketing Plan Development

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  • Duration N/A

  • Lectures 15 lessons

  • Category: Full MBA Track (120 ECTS)

  • 0 Quizzes

  • Language: English

  • Skill Level MS / MBA

  • Certificate of Completion

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