Upon the completion you should:

·           Use the Consumer Value Framework as a framework for understanding Consumer Behavior in a marketing context.

·           Develop a Customer Profile using appropriate Segmentation Bases.

·           Describe key Environmental Influences such as Political and Economic factors that affect Consumer Behavior and Marketing practices.

·           Explain Affect and Cognition as psychological responses and subsequent Marketing implications.

·           Describe Product Knowledge and Involvement as well as the importance of Attitudes and Intentions.

·           Explain the Consumer Decision Making process.

·           Describe the Communication process and types of Promotion communications and how these impact on the consumer.

·           Explain what is meant by Behavior and how marketers can influence behavior using Marketing Mix variables in an ethical framework.

·           Describe Conditioning and Learning and the subsequent marketing implications.

·           Determine the key Sociological factors impacting on consumer behavior

·           Explain the importance of Culture, Subculture, Social Class, Reference Groups and Family Influences in Consumer Behavior.

Participants:

·           New and aspiring sales professionals as well as practicing sales people that want to gain a formal qualification.

·           New and current Managers

·           Owners

·           Team Leaders 

·           Executives & Team Members

·           Anyone who is or will be responsible for managing teams or individuals

·           Anyone working in business.

·           Anyone looking to enter the field of business.

·           Recent college/university graduates.

Duration: 32 Hrs.