Marketing Management, Part 4

This course takes a close look at **how services are consumed**, **how attitudes form**, and **how industrial buyers make decisions**, giving participants a more advanced view of decision-making on both the consumer and the business side.

We open by examining **Structural Models of Attitude**, working through how attitudes drive consumer preferences and actions. We then move into **Industrial Buyer Behaviour**, covering central ideas in **B2B marketing**, the procurement process, and the **three dimensions of industrial buyer behavior** — economic, relational, and risk-related considerations. Participants will also learn to build **Industrial Marketing Programs** that are properly fitted to organizational buyers.

The course circles back to the **Consumer Decision-Making Process**, reinforcing foundational principles while opening fresh angles. We finish by focusing on **Spotting and Selecting Opportunities**, walking through strategic ways to recognize market potential and to make business choices grounded in data.

By the end of the course, participants will have a strong grasp of how both consumer and industrial buying work, so they can build sharply targeted marketing strategies across a range of markets.