Understanding the Consumer 5 credits

This course provides you with practical knowledge about the psychological and behavioural mechanisms that drive consumer decision-making across diverse consumption contexts. You will explore how cognitive processes—such as attention, perception, memory, and judgment—shape consumer experiences and choices across the customer journey. The course further equips you with knowledge and practical tools to understand, evaluate, and anticipate how target segments respond to product decisions and market dynamics. Through exposure to advanced consumer research methods, including experimental designs like A/B testing, you will learn to draw meaningful insights from behavioural data. Emphasis is placed on linking empirical findings to foundational theories and principles in consumer psychology and marketing. Advanced theoretical and analytical capabilities about target segments’ reactions due to modification of company products (e.g., brand repositioning) and changes in the environment (e.g., social trends or technological advancements) will prepare you to make informed strategic marketing decisions. Furthermore, by critically analysing real-world consumer data, you will develop strategic insights to optimise segments’ responses and enhance customer engagement. Ultimately, the content of this course prepares future professionals to navigate complex consumers’ perceptions and behaviours with analytical rigour and theoretical depth.