Professional Marketing & Consumer Behaviour Mastery
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للحصول على كتيب بكامل محتويات الدورة برجاء ملء النموذج التالي ببياناتك الصحيحة
Program Professional Framework
Professional Marketing & Consumer Behaviour Mastery
Program Overview
This advanced professional programme combines strategic marketing leadership with a deep understanding of why consumers think, feel and buy as they do. It covers consumer decision-making, motivation, perception, attitudes, behavioural economics, culture and social influence, digital consumer behaviour, consumer research methods, segmentation and positioning, brand and customer experience strategy, marketing governance and ethics, and an applied consumer research project. Particular attention is given to consumers in the Gulf, including cultural values, family decision-making, expatriate segments and fast digital adoption.
Learning Outcomes
- ✓Analyse consumer decision processes and the psychological factors that shape purchase choices.
- ✓Apply behavioural economics principles such as framing, defaults and social proof to marketing decisions ethically.
- ✓Design and conduct a consumer research study using qualitative and quantitative methods.
- ✓Develop segmentation and positioning strategies grounded in consumer insight.
- ✓Build a marketing strategy and customer experience plan with governance and performance measures.
- ✓Present an applied research report that translates consumer insight into strategic recommendations.
Target Audience
- Senior marketing managers and heads of marketing
- Consumer insight and market research managers
- Brand and customer experience leaders
- Strategy and product leaders in consumer-facing sectors
Detailed Program Modules
01Marketing Leadership and Strategy
- The strategic role of marketing
- Market orientation and customer value
- Marketing in diversifying Gulf economies
02Consumer Decision-Making
- Decision process models
- High and low involvement purchases
- Post-purchase behaviour and loyalty
03Psychological Influences
- Motivation and needs
- Perception, learning and memory
- Attitudes and attitude change
04Behavioural Economics in Marketing
- Heuristics and biases
- Framing, defaults and choice architecture
- Ethical limits of behavioural techniques
05Social and Cultural Influences
- Culture, values and religion in consumption
- Family and group decision-making
- Expatriate and youth segments in the GCC
06The Digital Consumer
- Online search and social influence
- Mobile commerce and omnichannel behaviour
- Reviews, creators and word of mouth
07Consumer Research Methods
- Qualitative methods: interviews and focus groups
- Surveys, experiments and analytics
- Research ethics and personal data protection
08Segmentation, Positioning and Brand
- Insight-led segmentation
- Positioning and value propositions
- Brand meaning and consumer identity
09Customer Experience and Marketing Governance
- Customer experience design
- Marketing performance measurement
- Marketing ethics and consumer protection
10Applied Consumer Research Project
- Defining a research question
- Data collection and analysis
- Turning findings into strategy
Training Methodology
Applied Project & Assessment
Applied Project
Participants carry out an applied consumer research study on a real market or product in the Gulf, combining interviews or a survey with secondary data, and submit a report with consumer insights, a segmentation and positioning proposal and strategic recommendations.
Assessment
Short diagnostic at the start, practical tasks linked to each learning outcome, and evaluation of the applied project against published criteria.