Overview
Understanding consumer purchasing behaviours is the basis of marketing. To acquire customers and build a long term relationship with them it is necessary to be aware of the factors that influence consumer behaviours, the purchase process phases and the post-purchase behaviour. The Consumer Market Purchasing Behaviours course covers all these topics based upon the most modern and up to date analysis perspectives
Obiectives
The Consumer Market Purchasing Behaviours course has been designed by our experts with the aim of providing marketing managers and professionals with most advanced conceptual and operational tools for the definition of a correct customer acquisition and loyalty strategyTo this end, consumer behavioural models and the factors that influence them and consumer purchase decisions will be examined in detail, with an emphasis on the new product purchasing process.
Recipients
The course is aimed at those who already operate in the marketing environment at both junior and senior levels and wish to acquire a specific training in the field of consumer market purchasing behaviours.
Contents
The consumer behavioural model
Factors that influence consumer behaviour
- Cultural factors
- Social factors
- Personal factors
- Psychological factors
Types of purchasing decision behaviours
- The complex purchasing behaviour
- Dissonance reducing purchasing behaviour
- Habitual purchasing behaviour
- Variety seeking purchasing behaviour
The purchasing process
- The perception of need
- The search for information
- The evaluation of alternatives
- The purchasing decision
- The post-purchase behaviour
The new product purchasing process
- The adoption process stages
- The different attitudes towards innovation
- The influence of product features on the adoption rate
Teaching methods
In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets.Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities.Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.
Modes of attendance
This course can be attended in three ways:
- On campus
- On line, via a cutting-edge web platform
- In house, i.e. at your workplace
Benefits
Whichever way you choose to take the course, you will receive:CERTIFICATEAt the end of the course, you will be presented with a named participation certificate.HIGH QUALITY LECTURESOur teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency.LEARNING MATERIALSAll participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises.CAREER-SERVICEIf you wish, participation in this course will entitle you to:Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network;The review and editing of your CV;Support in managing your job interviews.REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATIONParticipation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.
