What do customers really want, and why? What information will they listen to and what will they ignore? How do they make decisions and how can we help them make better ones?

For many companies, non-profit organisations and political figures, understanding their “customer” will determine their success or failure. It can be tempting to answer these questions intuitively, but research about human psychology often reveals surprising insights.

This course will provide an introduction to the basic theories for understanding consumer behaviour. Unlike in traditional business management courses, you will dig deeper into fundamental psychological theories that shed invaluable light on how consumers make choices.

Using a variety of methods, you will explore the entire consumer experience from seeking information, evaluating it, and using it to make strategic decisions. You will understand how this information can be used to form attitudes and influence behaviour. Using real-world case studies you will have the tools to apply the course content to real-world business scenarios.