Taking the best from academic and industry research and putting it into contemporary marketing practice, you will learn from an engaging instructor with 10+ years of experience teaching and researching marketing in Higher Education.

NOTE: Using Safari, Google Chrome, or updating your web-browser is recommended to ensure audio / video issues are avoided.

You will learn valuable concepts, models, and frameworks of customer decision-making, starting with where it all begins – ‘Need Recognition’. Use these new superpowers to underpin or level-up your technical skills and software capabilities (such as email marketing, SEO, AdWords, Analytics, Social Media, etc.). This will enable you to think strategically and drive business growth, going beyond only understanding what buttons to click or how to navigate an interface.

You will learn the seminal model for explaining how customers make decisions, how / why customers recognize needs, the types of decision making processes that are followed, how to classify value, hierarchies of needs, how marketing can influence need states to drive business, and the things that happen to customers that open them up to a decision making process.

We will put a special focus on translating these insights into a deeper understanding of various industries and contemporary digital marketing practice so you can provide value to customers all over the world.

Learn from engaging narrated videos, quiz questions, reflections, and activities to take you from crucial knowledge of customer decision making to game-changing applications in your business practice. Upon completion of this course, you will move beyond purely fundamentals to learning some of the most important and applicable ways of thinking about how your customers make decisions; so let’s get started!