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Quick Facts

Medium Of Instructions	Mode Of Learning	Mode Of Delivery
English	Self Study	Video and Text Based

Course Overview

The ‘CONSUMER BEHAVIOUR’ online certification course is offered for the students to engage in discussions about the behaviors and factors that impact the consumers of different products and services of the market that are crucial for the marketers. This massive open online course is provided by Swayam, an initiative of the government of India in association with the Consortium for Educational Communication (CEC), and is developed by the educational multimedia research center in Gujarat University. The classes for this program are conducted online through videos, lectures, and other online resources and evaluated through weekly assignments and a final exam. The duration of the program is twelve weeks.

The instructor for this online course is the academically and industrially qualified Dr. Mamta Brahmbhatt, the associate professor at the B.K. School of Professional and Management Studies, Gujarat University. The students of this training will gain insights on consumer marketing with understanding their behavior and the psychological aspects involved.

The Highlights

Online mode
Core course
Twelve weeks
Free training
AICTE approved
Undergraduate level program
Credit points

Programme Offerings

Online Classes
Course Modules
videos
Lectures
Interview
discussion forum
Books
references
Weekly Assignments
Credit Points

Courses and Certificate Fees

Certificate Availability
no

What you will learn

Marketing skillsDigital marketing skillsKnowledge of Psychology

The ‘CONSUMER BEHAVIOUR’ certification syllabus is structured for the students to gain a comprehensive understanding of the concepts of marketing with the following objectives,

To know about the basic theories that describe the buying behavior of the consumer.
To understand the concepts of motivation and perception associated with consumer behavior.
To get familiar with the aspects of communication and decision-making of consumers.
Principles that define the behavioral aspects of consumers.

Who it is for

Market Research AnalystCustomer Service ManagerRetail Manager

The ‘CONSUMER BEHAVIOUR’ online certification course is organized for the students and industry professionals such as the managers, market research analysts, customer service managers, and retailers to understand the different aspects of marketing techniques based on the behavioral aspects of consumers.

Admission Details

The students applying for the ‘CONSUMER BEHAVIOUR’ certification by Swayam should register online through the course website,

Step 1: Go to the course page using the link below,

https://onlinecourses.swayam2.ac.in/cec21_mg26/preview

Step 2: Click on the ‘Sign-In/Register’ option.

Step 3: Fill in the details and complete the registration.

Application Details

The candidates interested in joining the ‘CONSUMER BEHAVIOUR’ online course should enter their Swayam course account details on the registration form if they had already registered in Swayam or can create a new account. Students can also join the program with Google, Facebook, or Microsoft account IDs.

The Syllabus

Lecture 1: Nature, scope & application, Characteristics of consumer Behaviour
Lecture 2: Importance of Consumer behavior in marketing decisions
Lecture 3: Role of consumer research, Consumer behavior - an interdisciplinary approach
Lecture 4: Introduction to ‘Industrial Buying
Lecture 5: Market Segmentation
Lecture 6: Targeting and positioning

Lecture 7: Characteristics of motivation, arousal of motives, Theories of needs & motivation: Maslow’s hierarchy of needs,
Lecture 8: Mclelland’s APA theory, Murray’s list of psychogenic needs,
Lecture 9: Bayton’s classification of motives, self-concept & its importance, types of involvement
Lecture 10: Personality & Consumer Behaviour: Importance of personality, theories of personality- Freudian theory, Jungian theory
Lecture 11: Neo-Freudian theory, Trait theory: Theory of self-images; Role of self-consciousness.
Lecture 12: Traits Approach and Types Approach to Personality

Lecture 13: Customer Perception
Lecture 14: Learning & Consumer Involvement
Lecture 15: Learning Theory – I (Classical Conditioning & Instrumental Conditioning)
Lecture 16: Learning Theory – II (Cognitive learning & Involvement theory)
Lecture 17: Customer Attitude
Lecture 18: Communication and Consumer Behavior

Lecture 19: Group Dynamics & consumer reference groups
Lecture 20: Family & Consumer Behaviour
Lecture 21: Role of Children in Buying Behaviour
Lecture 22: Determinants of social class, measuring & characteristics of social class
Lecture 23: Culture & Consumer Behaviour
Lecture 24: Opinion Leadership Process

Lecture 25: Definition of innovation, product characteristics, influencing diffusion, resistance to innovation, adoption process
Lecture 26: Consumer Decision making process
Lecture 27: Models of Consumer Decision making – I
Lecture 28: Models of Consumer Decision making –II
Lecture 29: Interview