Consumer Behaviour And Neuromarketing

                                                                                                   Syllabus

Module1: Introduction                                                                                  08 Hours

Consumer Behaviour - Concepts, Dimensions of Consumer Behaviours, Application of Consumer Behaviour Knowledge in Marketing Decisions. Segmenting Targeting and Positioning; Impact of Technology on Consumer Behaviour and Strategic Marketing Characteristics of Indian Consumers.

Module 2: Consumer as an Individual                                                      08 Hours

Consumer Needs and Motives, Personality and Consumer Behaviour, Consumer Perception, Learning, Consumer Attitudes, Attitude Formation and Change, Communication and Persuasion, Self-Image, Life Style Analysis.

Module 3: Consumers in Social and Cultural Settings                          10 Hours

Group Dynamics and Consumer Reference Groups, Family – Social Class Cultural and Sub-Cultural Aspects, Cross Cultural Consumer Behaviour. Cultural Values and Consumer Behaviour, Persuading Consumers – Broad Casting vs Narrow Casting Models. Diffusion of Innovations Reference Groups and Communities, Opinion Leaders and Word of Mouth.

Module 4: Consumer Decision Process and Post Purchase Behaviour 12 Hours

Consumer Decision Making Process, Models of Consumer Decision Process, Nicosia- Howard Sheth and Engel-Kollat- Model, Post Purchase Processes, Customer Satisfaction, and Customer Commitment, Managing Dissonance, Consumer Loyalty. Online Consumer Behaviour, its Diffusion in India.

Module 5: Introduction to Neuromarketing                                            12 Hours

An Overview of Neuroscience and Neuromarketing, Interdisciplinary Nature of Neuro Marketing, Neuromarketing Versus Traditional Methods-key Benefits and Issues, Mapping the Brain. Attention and Consciousness, Sensory NeuroMarketing, Learning and Memory.

Module 6 : Neuromarketing and Ethics                                                    06 Hours

Neural Marketing Cases in India, Neuro Ethics and Consumer Aberration, Ethical and Socially Responsible Marketing, Consumerism, Ethical Consumption, Sustainable Consumption.