Marketing Foundations: Understanding Consumer Behavior

- For marketers, your professional life is all about creating and keeping customers. The more you understand your consumers, and their behaviors, the better you'll be in doing just that. I'm Drew Boyd, and I've been in the marketing profession for over 30 years. I teach marketing to graduate students, and I help companies improve their commercial effectiveness. In this course, I'll share with you a structured way to think about consumer behavior.

I'll share certain psychological factors, such as what motivates consumers, how they react to other consumers, and how their personality has such a big impact on what they buy. I'll also cover the step by step process that consumers use in just about every buying situation. If you work in marketing now, this course can help you sharpen your skills, and add more depth to your current programs, but you don't have to be in marketing to study consumer behavior.

If you work in product development, packaging, or really any part of your company that effects your customers, understanding consumer behavior is an essential step. Let's get started.