Training Course on Consumer Behavior Insights for Effective Sales and Marketing

Course Outline

Module 1: Introduction to Consumer Behavior

ü  Definition and importance of consumer behavior

ü  Key models of consumer behavior

ü  The relationship between marketing and consumer psychology

ü  Ethical considerations in influencing consumer choices

ü  Practical Session: Analyzing a real-world consumer behavior Case Study

Module 2: Psychological Factors Influencing Buying Decisions

ü  Perception and attention in marketing

ü  Motivation and needs in consumer behavior

ü  Learning and memory in brand loyalty

ü  Attitudes and persuasion techniques

ü  Practical Session: Designing a persuasive ad using psychological triggers

Module 3: Social and Cultural Impact on Consumer Choices

ü  Reference groups and opinion leaders

ü  Family and social roles in purchasing

ü  Cultural values and subcultures

ü  Cross-cultural consumer behavior

ü  Practical Session: Developing a culturally adapted marketing campaign

Module 4: The Role of Emotions in Purchasing Behavior

ü  Emotional vs. rational decision-making

ü  Neuromarketing and emotional branding

ü  The impact of colors, visuals, and storytelling

ü  Customer sentiment analysis

ü  Practical Session: Crafting an emotionally compelling brand message

Module 5: Consumer Decision-Making Process

ü  Stages of the consumer buying journey

ü  Problem recognition and information search

ü  Evaluation of alternatives and purchase decisions

ü  Post-purchase behavior and customer satisfaction

ü  Practical Session: Mapping a customer journey for a product

Module 6: Digital Consumer Behavior and Online Buying Trends

ü  E-commerce consumer psychology

ü  The impact of social media on purchasing

ü  Online reviews and trust signals

ü  Mobile shopping behavior

ü  Practical Session: Analyzing website UX for conversion optimization

Module 7: Data-Driven Consumer Insights and Analytics

ü  Consumer data collection methods

ü  Predictive analytics in marketing

ü  AI and machine learning in consumer behavior

ü  Measuring campaign effectiveness

ü  Practical Session: Using Google Analytics to track consumer behavior

Module 8: Personalization and Customer-Centric Marketing

ü  Segmentation, targeting, and positioning (STP)

ü  Personalized marketing strategies

ü  CRM and consumer engagement tools

ü  Retargeting and dynamic content

ü  Practical Session: Creating a personalized email marketing campaign

Module 9: Behavioral Economics in Sales and Marketing

ü  Nudges and choice architecture

ü  Scarcity and urgency tactics

ü  Anchoring and framing effects

ü  The psychology of pricing

ü  Practical Session: Designing a pricing strategy using behavioral economics

Module 10: Applying Consumer Insights to Sales Strategies

ü  Aligning sales techniques with consumer behavior

ü  Handling objections using behavioral insights

ü  Building long-term customer relationships

ü  Measuring sales performance through consumer data

ü  Practical Session: Role-playing sales scenarios with behavioral techniques

Requirements

ü  Participants should be reasonably proficient in English. 

ü  Applicants must live up to Armstrong Global Institute admission criteria. 

Terms and Conditions

1. Discounts: Organizations sponsoring Four Participants will have the 5th attend Free
2. What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.
3. Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.
4. The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.
5. Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.
   

Booking for Training

Simply send an email to the Training Officer on training@armstrongglobalinstitute.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training.

Or call us on +254720272325 / +254725012095 / +254724452588 

Payment Options

We provide 3 payment options, choose one for your convenience, and kindly make payments at least 5 days before the Training start date to reserve your seat:

1. Groups of 5 People and Above – Cheque Payments to: Armstrong Global Training & Development Center Limited should be paid in advance, 5 days to the training.
2. Invoice: We can send a bill directly to you or your company.
3. Deposit directly into Bank Account (Account details provided upon request) 
   

Cancellation Policy

1. Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.
2. Participants may cancel attendance 14 days or more prior to the training commencement date.
3. No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.
   

Tailor Made Courses

This training course can also be customized for your institution upon request for a minimum of 5 participants. You can have it conducted at our Training Centre or at a convenient location. For further inquiries, please contact us on Tel: +254720272325 / +254725012095 / +254724452588 or Email training@armstrongglobalinstitute.com 

Accommodation and Airport Transfer

Accommodation and Airport Transfer is arranged upon request and at extra cost. For reservations contact the Training Officer on Email: training@armstrongglobalinstitute.com or on Tel: +254720272325 / +254725012095 / +254724452588