Certificate in Consumer Behaviour Course Guide

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Certificate in Consumer Behaviour

Detailed Course Curriculum

1. Introduction to Consumer Behaviour

The Introduction to Consumer Behaviour module is designed to provide an understanding of consumer behaviour and how it relates to marketing strategy. It covers the basic principles of marketing and introduces the consumer behaviour process, including segmentation and targeting. The module also discusses how consumer influences drive marketing decisions and how these factors can be leveraged to create effective marketing strategies.

2. Situational Influence and Problem Recognition

The Situational Influence and Problem Recognition module is focused on the various consumer situations that influence consumer behavior, as well as the process of problem recognition and its impact on consumer decision-making. This module covers the different types of consumer situations and how they can influence behavior, and also discusses marketing strategies that can be employed to activate problem recognition and influence consumer behavior. Additionally, the module explores the methods that marketers use to persuade consumers to buy a product or service, as well as the ethical considerations associated with these strategies.

3. Information Search and Choices

The Information Search and Choices module in the Certificate in Consumer Behaviour course aims to provide students with an understanding of the process of information search and evaluation of alternatives in consumer decision-making. This module covers various aspects related to information search, such as internal vs external search, pre-purchase vs ongoing search, and the factors influencing the amount of external information search. Additionally, it also delves into the evaluation of alternatives, identification of evaluation criteria, and the use of surrogate indicators.

4. Purchase and Post-Purchase Processes

The module on Purchase and Post-Purchase Processes in the Certificate in Consumer Behaviour course covers the stages of the buying process beyond information search and alternative evaluation, including purchase decision-making and post-purchase behaviour. Students will learn about the factors that influence retail outlet selection, the effects of in-store marketing and atmospherics, post-purchase dissonance, and strategies to reduce it. The module also covers product use, non-use, disposal, and the impact on marketing strategy, as well as customer satisfaction, complaining behaviour, repeat purchase behaviour, and brand loyalty.

5. Perception, Learning and Memory

This module aims to equip students with a comprehensive understanding of how consumers perceive and interpret marketing messages, learn about products and services, and retain information. The module delves into the factors that influence consumer attention, interpretation, and comprehension of marketing communications, including cultural, social, and individual differences. Students will also explore the principles of classical and operant conditioning, reinforcement, and stimulus discrimination, which are important concepts in consumer behavior and marketing. Additionally, the module examines how perception, learning, and memory are interrelated and how they impact marketing strategy.

6. Motivation, Personality and Emotion

In this module students will delve into the psychological factors that drive consumer behavior, exploring different theories related to motivation, needs, personality, and emotion. This module covers various topics such as Maslow’s hierarchy of needs, Freud’s psychoanalytic theory, self-determination theory, and the five-factor model of personality, among others. The module also examines the relationship between motivation, personality, and emotion, and how they impact consumer decision-making. Additionally, students will explore the ways in which marketers can leverage these psychological factors to influence consumer behavior, with a focus on developing effective marketing strategies that are tailored to consumers’ needs and preferences.

7. Attitudes and Attitude Change and The Changing Australian Society and Lifestyle

This module is divided into two main areas of focus. The first part of the module covers attitudes and attitude change in consumer behavior, introducing students to the concept of attitudes and how they influence consumer decision-making. The module explores theories of attitude change and the role of persuasion in shaping attitudes. The second part of the module delves into the changing Australian society and lifestyle and how it impacts consumer behavior. This section examines the factors that contribute to changes in society and lifestyle, including demographic shifts, technological advancements, and cultural influences, and explores how these changes affect consumer behavior and decision-making.

8. Group Influence and Group Communication

The module Group influence and group communication is a part of the Certificate in Consumer Behaviour course that examines the impact of groups on consumer behaviour. It focuses on understanding how groups influence individual behaviour, how communication occurs within groups, and how marketers use group influence to promote products and services. The module also examines consumption subcultures, opinion leadership, and the diffusion of innovations.

9. Household Structure and Consumer Behaviour and Social Stratification

This module will focus on the role of household structure and social stratification in influencing consumer behavior. The module will examine how household types influence consumer behavior and the decision-making process within the household. Additionally, the module will explore the concept of social stratification and its impact on consumer behavior. The module will also analyze how social class and education, income, and other demographic factors affect consumer behavior.

10. Culture and Cross-cultural Variations in Consumer Behaviour

The module Culture and Cross-Cultural Variations in Consumer Behaviour is designed to provide students with an in-depth understanding of the impact of culture on consumer behaviour. The module delves into various dimensions of culture, such as cultural values, beliefs, and norms, and their influence on consumption patterns. Learners will also explore how differences in non-verbal communication, perception of time, and symbols in different cultures can affect consumer behaviour. The module emphasizes the importance of developing a cross-cultural marketing plan and provides strategies for doing so. Overall, this module will enable students to appreciate the role of culture in shaping consumer behaviour and help them develop effective cross-cultural marketing strategies.

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Ronnie L.

Ronnie is an experienced and knowledgeable tutor specializing in Business courses. With a degree in accounting from De La Salle University, Ronnie brings practical examples and real-world insights to his teaching. Currently pursuing an MBA at the University of Queensland, he remains committed to continuous learning and staying up-to-date with the latest industry trends. Ronnie's exceptional communication skills and emphasis on practical application empower students to grasp complex business concepts and apply them in real-world scenarios.

Yan-Li S.

Yan Li, an enthusiastic tutor from Shanghai, is currently pursuing a Bachelor's degree in Supply Chain Management and Finance at the University of South Australia. Her combined knowledge of these fields brings a unique perspective to her tutoring sessions, offering students a comprehensive understanding of supply chain management and finance. Beyond academics, Yan's passions lie in art, photography, and exploring culinary delights. These interests shape her creative and diverse tutoring approach, as she incorporates innovative teaching methods that cater to different learning styles.

Imogen H.

Imogen is a former Payroll Specialist with three years of experience, specializing in Xero and QuickBooks. With a deep understanding of payroll processes, regulations, and industry best practices, Imogen is dedicated to sharing her expertise as a payroll tutor. Her extensive knowledge of Xero and QuickBooks allows her to provide comprehensive training and support to students, equipping them with the skills needed to effectively manage payroll using these popular accounting software platforms.

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Frequently Asked Questions

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How long is this course?

This course takes approximately 100 hours, and you’ll have lifetime access to this course. Study in your own time, at your own pace. Most of The Online Business Academy courses are designed so that you do one module a week. But if life gets busy you can take longer and even apply for a course extension if you need more time.

What job can I get once I have completed the qualification?

Upon the completion of this course, you can obtain a job as a Marketing Assistant. In Australia, Marketing Assistants earn approximately $55,734 per year but can be as high as $64,378 per year. (Payscale)

Contact a friendly student advisor on (02) 8006 0556 to find out about potential career outcomes and see where our courses can take you. Employers also constantly approach The Online Business Academy looking for students and employers also advertise jobs in the Career Centre (available once you enrol). You’ll also receive a FREE CV review.

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