Marketing and Consumer Behaviour

Name: Marketing and Consumer Behaviour
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Learn about the buying behaviours in business-to-business and business-to-consumer markets with this free online course.

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Learning Outcomes

At the completion of this course, the student will be able to:

Describe the major categories of business buyers
Explain what a buying centre is
Describe the duties of professional buyers
Describe the personal and interpersonal dynamics that affect the decisions buying centres make
Outline the stages in the B2B buying process
Explain why marketing channel decisions can result in the success or failure of a product
Describe the factors that affect a firm’s channel decisions
Describe the personal and psychological factors that may influence what consumers buy and when they buy it
Explain what marketing professionals can do to influence consumers’ behaviour
Distinguish between low-involvement and high-involvement buying decisions

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