Consumer Behavior Certificate

In eCornell Certificate Programs  

How can we best guess whether a new product or service will be a hit with customers? Now more than ever, marketing managers need data-driven strategies to predict exactly how consumers will make their buying decisions, and human behavior is at the heart of this puzzle. 

In this certificate program, you will assess why many common approaches to gauge purchase decisions are not effective and discover how to implement better strategies. Using many popular products as examples, you will examine how psychology plays a role in how customers behave, applying concepts such as heuristics and biases. You will be introduced to the three key drivers of consumer behavior – attention, emotion, and coherence – and determine how they impact customer behavior. Finally, you will gain applicable consumer behavior insights to help shape your branding and pricing strategies. By understanding why customers act the way they do, you and your teams can inform practices to more accurately and successfully bring your new product or service to market.

The courses in this certificate program are required to be completed in the order that they appear.