Marketing Management 3

This comprehensive course explores the fundamentals of consumer behavior and market research, equipping students with essential skills to understand and analyze consumer decision-making processes.

The curriculum begins with **Questionnaire and Sampling**, covering key sampling techniques to ensure accurate data collection. Students will learn about **Data Collection, Preparation, and Analysis**, gaining hands-on experience in processing and interpreting market data. Advanced **Multivariate Data Analysis** techniques will also be introduced to uncover deeper insights from complex datasets.

The course then shifts to **Consumer Behavior**, starting with **Need Recognition** and **Information Search**, examining how consumers identify needs and gather information. Key influences on purchasing decisions are explored, including **Socio-Cultural** and **Psychological Factors**, which shape preferences and behaviors. The **Evaluation of Alternatives** module delves into how consumers assess options, while **Purchase and Post-Purchase Evaluation** analyzes satisfaction, loyalty, and post-decision behaviors.

By the end of the course, students will have a strong foundation in both market research methodologies and consumer psychology, enabling them to develop data-driven marketing strategies.