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Uploaded by

pandeyshubham2609
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Batch: PGDM 2024-26 Term: III

Course Name: Consumer Behavior Credits: 3

Course Instructor: Subodh Tagare Area: Marketing

Objectives of the course:

1. Understand the impact of consumer behavior on a company's marketing strategies.


2. Learn how individuals or groups select, purchase, use and dispose-off products, services, ideas or
experiences to satisfy needs and desires.
3. To understand how consumer behavior can be leveraged to drive business growth

Pre-requisites (if any.)

The Marketing Management core courses.

Learning Objectives:

1. Assessing role of consumer behavior in formulation of marketing strategies.


2. Identifying individual constructs of consumer behavior.
3. Identifying social constructs of consumer behavior.
4. Understand the consumer decision making process.

Career Focus:

Marketing roles where an insight of consumers’ motivators, decision process and behaviors will enable
choices and actions that create consumer value (and hence firm value).

Mapping with Job profile:

Roles in sales, marketing, marketing research and advertising.

Any other Information:

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