Marketing Management 4

This course provides an in-depth exploration of **service consumption**, **attitude formation**, and **industrial buyer behavior**, equipping students with advanced insights into both consumer and business decision-making processes.

The program begins by examining **Structural Models of Attitude**, analyzing how attitudes shape consumer preferences and behaviors. It then transitions into **Industrial Buyer Behaviour**, covering key concepts in **B2B marketing**, procurement processes, and the **three dimensions of industrial buyer behavior** (economic, relational, and risk-related factors). Students will also learn how to design effective **Industrial Marketing Programs** tailored to organizational buyers.

The course revisits the **Consumer Decision-Making Process**, reinforcing core principles while exploring new perspectives. Finally, it focuses on **Identifying and Choosing Opportunities**, teaching strategic methods for recognizing market potential and making data-driven business decisions.

By the end of this course, students will gain a robust understanding of both consumer and industrial buying dynamics, enabling them to develop targeted marketing strategies for diverse markets.