From Know to Yes - Why People Buy - PART 1

Intro to the Course and to Me

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0.1 Intro to the course and to me

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SESSION LIST

The Big Picture: Why Understanding Customers is Vital to Success

  How do We Categorize Different Kinds of Customers?
  How can I Learn about My Customers?
1. Perception

  1.1 Sensory Marketing
  1.2 Product Design
  1.3 The Perceptual Process
  Review of Module #1
2. Learning

  2.1 How We Learn
  2.2 Observational Learning
  2.3 How We Remember the Brands We Like
  2.4 Nostalgia: Marketing Memories
  Review of Module #2
3. Motivation

  3.1 Motivation
  3.2 Needs
  3.3 Motivational Conflicts
  3.4 Emotions
  3.5 Involvement
  Review of Module #3
4. The Self

  4.1 The Self Concept
  4.2 We Are What We Buy
  4.3 How Brands Define Us
  4.4 The Digital Self
  Review of Module #4
5. Gender

  5.1 Sex Roles
  5.2 Marketing and Sex Roles
  5.3 Marketing the Body
  5.4 Body Ornamentation
  Review of Module #5
6. Attitudes & Persuasion

  6.1 What is an Attitude?
  6.2 What is an Attitude Made Of?
  6.3 The Brand Personality
  6.4 Attitude Change Stategies
  6.5 Tactical Message Strategies
  6.6 Source Effects
  6.7 Message Effects
  6.8 Message Appeals
  Review of Module #6
7. Decision Making

  7.1 How Do Consumers Choose?
  7.2 Complex Decisions
  7.3 Choice Criteria
  7.4 Habitual Decision Making
  7.5 Environmental Influences on Consumers' Decisions
  7.6 Neuromarketing: Peeking into our Brains to Understand Decision Making
  Review of Module #7 - and an Invitation to Part II of the Course

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