Marketing Management, Part 3

This thorough course looks at the essentials of consumer behavior and market research, giving participants the core skills they need to understand and analyze how consumers make decisions.

We begin with **Questionnaire and Sampling**, covering the key sampling methods that make data collection reliable. Participants will work through **Data Collection, Preparation, and Analysis**, gaining practical experience in processing and interpreting market data. We’ll also introduce more advanced **Multivariate Data Analysis** techniques for pulling deeper insights out of complex datasets.

We then move to **Consumer Behavior**, starting with **Need Recognition** and **Information Search** — looking at how consumers recognize a need and go about gathering information. We explore the forces that shape buying choices, including **Socio-Cultural** and **Psychological Factors** that steer preferences and actions. The **Evaluation of Alternatives** module digs into how consumers weigh their options, while **Purchase and Post-Purchase Evaluation** examines satisfaction, loyalty, and what happens after a decision is made.

By the end of the course, participants will have a solid grounding in both market research methods and consumer psychology, ready to build marketing strategies rooted in data.