Consumer behavior with a focus on brand management in retail business

Introduction

Consumer behavior and brand management are two key subject areas that concern almost everyone who works in the private sector. The course is about understanding positioning and value creation for customers and brand owners, with the intention of becoming a preferred supplier of a product or service. As industry increasingly becomes more exposed to competition, customers consequently have a choice between alternative suppliers. In addition, it may be crucial that the brand owner has secured trademark protection against others exploiting the brand in a competitive situation. Rules of good commercial practice and knowledge of the rules that apply to trademarks and imitations are important for promoting healthy competition and preventing unfair competition. 

This is an introductory course that has a broad focus, including the relevant themes:
•    The consumer’s decision-making process and choice models
-    How the consumer is affected before, during, and after a choice is made
-    How to reach the consumer in the marketing clutter
-    How to understand consumer behavior, as a necessity for survival in a competitive environment. 
•    Brand management
-    How to analyze a brand, in order to achieve a desired position with the consumer and increase the brand awareness in a buying situation
-    How the brand communicates is crucial for the consumer’s decision-making process
•    Legal and ethical considerations
- Knowledge of regulations for marketing products and services
 

Course content

The consumer decision-making process and choice models
•    The consumer as an individual with needs, personality and perception
•    Attitude formation and attitude change strategies
•    The consumer in their social context with friends, family, culture and social class
•    Consumer behavior in stores and new channels

  Brand analysis - The brand value chain and the brand pyramid
•    Brand positioning
•    Brand extensions and brand portfolios
•    Communication- Brand communication
•    EMV
•    Category management / category management

Legal protection of trademarks and rules for product imitation
•    Rules for unreasonable and misleading marketing
•    Good (ethical) marketing and business practice