This minicourse will help you understand the different characteristics of individual consumers. You will deep dive into the reasons people make purchases in the first place, and how you can effectively influence their behaviour.
By the end of the course, you'll be able to:
To be eligible for a digital badge for this minicourse, you will need to successfully complete an assessment which includes a marketing plan and justification.
Professor Jane Summers is a marketing academic whose research and teaching focus is in consumer psychology. Jane also works in community engagement and governance and ethics, particularly as these concepts relate to the tourism industry. She has been an academic for 24 years and prior to that worked in sales and marketing in the hotel and tourism industry.