In the dynamic landscape of modern business, understanding the intricacies of consumer behaviour is crucial. AIB’s Consumer Behaviour MBA subject offers an in-depth exploration into the multifaceted nature of consumer actions, decision-making and customer experience management.
Consumer Behaviour is more than just a study of how consumers search for, purchase, use, evaluate and dispose of products and services. It delves into the heart of decision-making processes, shedding light on the myriad of internal and external factors that influence these actions. With this knowledge, marketers and managers organisation-wide will be empowered to select appropriate target markets and develop effective marketing mix strategies.
You’ll also navigate the complexities of customer experience management – an essential aspect of marketing and service industries. This will involve a deep dive into the customer’s journey, examining their cognitive, emotional, behavioural, sensorial and social responses throughout the entire purchasing experience. Through the application of concepts, you’ll understand the significance of integrating and measuring customer experiences, a critical challenge facing many enterprises today.
Elevate your strategic marketing acumen to new heights with Consumer Behaviour.
On successful completion of this subject, you will be able to:
The AIB academic team hold significant qualifications and experience in their field of expertise. Our academics strive for excellence in teaching, learning, scholarship and research so they can deliver high quality, life-changing experiences for our students.
Studying Consumer Behaviour, students delve into the intricacies of consumer decision-making through two interconnected assessments. The first challenges students to analyse their experience with a high-involvement product or service, critically examining the factors influencing their attitudes towards the retailer. Building on that, in the second assessment, students construct a detailed customer journey map, reflecting on their personal experiences at each stage and identifying key moments of truth, all underpinned by relevant consumer behaviour theories. The culmination of this analysis is a set of literature-supported recommendations aimed at enhancing overall customer experience.
100% Online MBA Learning
Our innovative Student Learning Portal is your ultimate digital resource for everything you’ll need to successfully complete this subject and your online MBA, with the flexibility to access your learning materials, videos, podcasts and other multimedia on any device. You’ll engage with fellow students and have key concepts explained by your Online Facilitators in webinars and forums.
In addition to the Student Learning Portal, the myAIB app allows you to download modules and full subjects to view offline to save your cellular data, receive notifications for assessments and webinars, listen to audio versions of modules through Soundcloud and enjoy many other useful features.
When you study with AIB, you’ll be supported by our skilful team of over 180 academic, student support and professional staff, who will be with you every step of your MBA journey.
Consumer Behaviour will help build a strong understanding of factors that influence consumer behaviour and purchase intentions. You will explore how consumers form attitudes and how these attitudes can be changed, how perceptions are created and how to evaluate consumer perceptions, the role personality and motivation plays in influencing how consumers choose the products, services and experiences they purchase. Moreover, you will also learn about the role of external factors, such as reference groups (family, friends etc.), culture and the organisation’s marketing efforts, in influencing decision-making.
Most importantly, you will learn how to create a customer journey map and conduct a customer experience audit, all with the aim of providing recommendations on how to improve said experience.
No prior knowledge is required to succeed in the subject. However, before enrolling in Consumer Behaviour, students will complete the subject of Marketing Management that touches on the importance of customer voice throughout the marketing planning process, serving as a good first step towards Consumer Behaviour.
Absolutely! In the final MBA subject, Project, you are tasked to identify a company issue or opportunity and choose appropriate theories and frameworks to explore and resolve said issue. Customer experience theory, journey mapping and customer experience auditing knowledge will provide you with a very strong foundation to succeed in Project, were you to choose Marketing as a discipline, and consumer behaviour as a focus.
Being in the customer experience paradigm, knowledge of how to manage, measure and improve customer experience is imperative. Knowledge gained in this subject has been used by students to improve the customer experience in their own organisations, which impacts their career growth.
If you’re interested in studying Consumer Behaviour and the AIB MBA, get in touch with an AIB Advisor to discuss your application and timetabling.