Consumer Psychology (UMK8011)

Understanding your target audience better

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Consumer Psychology

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A $775.00

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Understanding your consumer is vital to the success of your business.

This minicourse will help you understand the different characteristics of individual consumers. You will deep dive into the reasons people make purchases in the first place, and how you can effectively influence their behaviour.

About the course

What will you achieve?

By the end of the course, you'll be able to:

  • Evaluate and analyse individual consumer buyer behaviour
  • Apply technical knowledge to create a marketing solution

What topics will you cover?

  • Understanding customer behaviour and needs
  • Creating your offer
  • Sales funnels
  • Connect with customers
  • Conversion tactics


To be eligible for a digital badge for this minicourse, you will need to successfully complete an assessment which includes a marketing plan and justification.

University level expertise

Professor Jane Summers is a marketing academic whose research and teaching focus is in consumer psychology. Jane also works in community engagement and governance and ethics, particularly as these concepts relate to the tourism industry. She has been an academic for 24 years and prior to that worked in sales and marketing in the hotel and tourism industry.

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