Consumer Behaviour and Market Research Techniques
Elective ModulesThis five day module is available at Mannheim School of Business, Germany
A company's survival has always been dependent on a strong competitive advantage. Not just since the financial crisis, companies have been forced to make a difference and serve their customer, clients and consumer better than the competition. Consumer orientation becomes critical to successfully compete within the market.
The purpose of this course is to prepare students to identify and understand the theory, concepts and dynamics of consumer behaviour. It will explore key concepts such as perception, learning and memory, motivation and values, lifestyles, and attitudes. A computer simulation game ("Markstrat") focuses on strategic marketing issues to demonstrate the interaction between management decisions and consumer behaviour and allows the participants to explore their management skills.