Fundamentals of Marketing and Influence of Consumer Behavior on Marketing

• Market segmentation, targeting and positioning
• Role of Consumer Behavior in Marketing
• Fundamentals of defining Consumer Behavior – customers’ needs and wants
• Analyzing Consumer Behavior to understand your potential customers

Models of consumer behavior and How You Can Apply Them in Your Organization

• Economic, Psychological, Sociological, Family Decision-making, and Pavlovian Models
• Input, Process Output Model—Gandhi: Philip Kotler
• Howarth Sheth and Engel-Blackwell-Kollat Models
• Nicosia Model
• A Model of Industrial Buying Behavior

Consumer Decision Making – How to Understand and Control It

• The Era of Consumerism and Consumer Ethics
• Understanding the consumer decision making process
• Tools to navigate and impact the decision-making process
• Alternative evaluation choice, consumption & post purchase behavior
• Particularities of E-commerce buying behavior

Most Effective Tools to Obtain Meaningful Data on Consumer Behavior

• Revealing the customers insights
• Questionnaires & surveys, interviews and reviews
• Service & complains requests analysis
• Social media and web site behavior
• Analysis of data from third party research

Key Factors Influencing Consumer Buying Behavior – General Overview

• Cultural Factors: Culture, Subculture, Social Class
• Social Factors Influencing Consumer Buying Behavior: Family, Reference, Role and Status
• Personal Factors: Age, Income, Occupation, Life style, Personality
• Psychological Factors: Motivation, Perception, Learning, Beliefs and attitude
• Economic Factors: Personal and Family Income, Income Expectations, Government policy

Consumer Behavior In The Spotlight Of The Theory Of Generations

• Motives and peculiarities of consumer behavior of generations of baby boomers, X, Y, Z, ?
• Hooks for different generations – Analysis of real cases
• Practicum – Formation of key brand ideas for TA, belonging to the generations Y and Z

Gender Psychology In Marketing And Branding

• Designing marketing for both women and men
• Key ideas triggers in “male” and “female” branding
• Practicum – formation of the creative concept of brand promotion for different gender TA.

Deep Understanding the Psychology of Consumers – Beyond the Advanced Level

• Grasping modern Customer Loyalty and Satisfaction
• Brand switching and Impulse Buying – how to use it right and overtake your competitors
• Internet Consumer Behavior: types of online behavior and influence of the internet on it

Neuromarketing And Consumer Perception Phenomena

• The essence and principles of the neuromarketing approach
• Neuromarketing tools to impact on the consumer
• Trigger words and trigger phrases that reinforce the impact of marketing communication
• Practicum – analysis of the best neuromarketing practices you start using today

Management of Consumer Behavior at Points of Sale and After Sale

• Consumer behavior model and the principles of visual merchandising
• Effect of various types of POSM on the behavior of customers
• Practicum – brainstorming new ideas for creative and effective point of sale
• Affecting the post-purchase behavior – how to influence your customers after sale

Efficient Marketing Strategy Revision and Enhancement with Consumer Emphasis

• Aligning your existing strategy to the new challenges
• Measuring and analyzing the results – campaign impact on decision making
• The future consumer – how you must be ready for the upcoming changes