First, read the course syllabus. Then, enroll in the course by clicking "Enroll me". Click Unit 1 to read its introduction and learning outcomes. You will then see the learning materials and instructions on how to use them.
Completing this unit should take you approximately 8 hours.
Completing this unit should take you approximately 8 hours.
Consumer behavior principles support the development of effective marketing strategies. Consumers are complex individuals influenced by multiple factors when considering and responding (or not responding) to marketing initiatives. The challenge for a marketer is to develop a comprehensive understanding of consumers to best approach them, capture their attention, and earn their loyalty through marketing strategies. In this unit, we will review the importance of consumer behavior. We will include descriptions of the influences of situational, social, personal, and psychological factors on consumer behavior. The motivation theories of Sigmund Freud, Abraham Maslow, and Frederick Herzberg will provide frameworks for interpreting the links between individual motivations and potential responses to marketing messages. Consideration is also given to the five-stage model that outlines general consumer thoughts and actions when buying. The level of consumer involvement in the buying process can vary from low to high. Product characteristics, brands, and other factors influence involvement. Comprehension of relevant influences, models, and theories will support evaluating strategies for influencing consumer behavior.
Completing this unit should take you approximately 10 hours.
A brand is a valuable competitive asset for a company. It is a means for differentiating a product or service from others by communicating the manufacturer, relative level of quality, and other attributes. These factors influence consumer perceptions and behaviors relative to the brand. Consider how you respond to a particular brand and why you buy it. An effective brand strategy results in the consumer recognizing, valuing, and preferring a brand over others. In this unit, we will explore the fundamentals of brand strategy. The value of a brand, and its equity, will be covered along with the Brand Asset Valuator and Aaker Models of brand equity. We will recognize distinctions between brand equity, brand recognition, and brand loyalty. Positioning and differentiation are among the brand-building techniques for a marketer to consider. Proper brand management, including through each stage of the product life cycle, affects brand value as perceived by the consumer and realized by a company. A marketer may be challenged by managing a brand's reputation, particularly given the increased consumer use of social media for sharing brand information quickly and readily. How can a brand’s reputation be effectively managed through media platforms?
Completing this unit should take you approximately 8 hours.
Marketing communications represent important means for marketers to build brand awareness, influence consumer behavior, build and maintain relationships with customers, and acquire new customers, among other actions. Traditional marketing communications methods (such as print, direct mail, television, and radio) continue to be used. However, technological advancements and an increasing reliance on digital tools have resulted in exciting, diverse opportunities for marketers to connect with consumers anytime and anywhere. Consider the number of times a company has recently connected with you about its products or services through your devices with emails, text messages, banner ads, and more. In this unit, there will be a focus on marketing communications, specifically through digital strategies. There will be a review of the key options for digital marketing. For example, social media platforms represent meaningful options for a company to connect with consumers, so we will summarize key platforms and their attributes. We will identify content marketing options with a focus on email marketing. With many options, a marketer must be strategic in determining an effective marketing communications strategy. There will be a review of selected performance indicators for assessing the successes of strategies. Marketers must be sensitive to cultural and legal factors because of the possibility of a global reach with digital communications strategies.
Completing this unit should take you approximately 13 hours.
This study guide will help you get ready for the final exam. It discusses the key topics in each unit, walks through the learning outcomes, and lists important vocabulary. It is not meant to replace the course materials!
These case studies are an excellent way to review what you've learned so far and are presented by one of the professors who created the course. Review these materials before you take the final exam.
Watch this as you prepare to take the final exam.
You can also download the presentation slides so you can make notes.
Watch this as you prepare to take the final exam.
You can also download the presentation slides so you can make notes.
Please take a few minutes to give us feedback about this course. We appreciate your feedback, whether you completed the whole course or even just a few resources. Your feedback will help us make our courses better, and we use your feedback each time we make updates to our courses.
If you come across any urgent problems, email contact@saylor.org.
Take this exam if you want to earn a free Course Completion Certificate.
To receive a free Course Completion Certificate, you will need to earn a grade of 70% or higher on this final exam. Your grade for the exam will be calculated as soon as you complete it. If you do not pass the exam on your first try, you can take it again as many times as you want, with a 7-day waiting period between each attempt.
Once you pass this final exam, you will be awarded a free Course Completion Certificate.