Consumer behaviour has become an essential focus area of marketing activity as marketers have to serve increasingly fragmented markets and sophisticated consumers. It is essential to understand consumers’ thoughts and actions in order to create competitive advantage and increase marketing effectiveness. This programme aims to develop a critical and practical understanding of the nature and influences of modern consumer behaviour within the context of marketing and brand management.
This programme is designed for marketing managers and executives, brand managers, product managers, sales managers and business owners who want to understand modern consumers and ensure that their brands, services and market offering meet the needs of consumers.
What does it cover
The following modules will be covered during this programme:
- The role of brands in consumers’ lives
- Consumer research techniques
- The influence of external variables on modern consumer behaviour
- Modern consumer decision making
Please note: In order to keep the structure and content of this programme relevant it is subject to change.
The University of Stellenbosch Business School Executive Development (USB-ED), a private company of Stellenbosch University, and MasterStart, an online education provider, have joined forces to present selected USB-ED focused programmes on an online platform.
MasterStart was established in 2014 by ecommerce entrepreneurs with the aim of providing budding entrepreneurs with the skills and knowledge to build their own businesses. The business has since expanded rapidly beyond the specialisation in ecommerce, offering a range of courses from a host of globally accredited online education providers.
GetSmarter a leading online education company with access to some of the best higher education institutions worldwide. USB-ED has partnered with this company to present a MBA Essentials online short course