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Consumer Behaviour & Market Research Techniques

DateMarch 21 - 25, 2011
Length5 days
LecturerProf. Dr. Bernd Helmig
Subject AreaMarketing & Sales
LocationMannheim Business School Campus

A company's survival has always depended on a strong competitive edge. Not only since the financial crisis has consumer orientation become an indispensible element to achieve the necessary advantages.

This open MBA program focuses on identifying and understanding the theory, concepts and dynamics of consumer behavior. The aim of modern marketing is basically to meet actual or potential customer needs. You will therefore receive the necessary knowledge of consumer characteristics, needs and purchasing behavior in order to better implement future marketing measures.

Please note: this course, referred to as an "Open MBA program" is also open to participants of our world-renowned full-time MBA program.
This means that you can expect to share your learning experience with highly ambitious and dedicated young professionals who come from a wide variety of cultural, academic and professional backgrounds.

Program Outline

Program Outline

This intensive 5-day open MBA program takes an analytical approach that provides vital insights into consumer behavior:

  • How and why consumers act and react, and how they are influenced by the marketing mix.
  • Key concepts of consumer behavior such as perception, learning and memory, motivation and values, lifestyles and attitudes.
  • Interaction between management decisions and consumer behavior (by using the computer simulation game "Markstrat", focusing on strategic marketing issues).

Your Key Benefits

Your Key Benefits

  • Learn key concepts of consumer behavior
  • Know how to influence consumers through marketing tools
  • Gain hands-on knowledge and skills you require to satisfy customer needs
  • Master the development of customer relationships (e.g. building loyalty)

Certificate

At the end of the open MBA program, each participant will be awarded a Mannheim Business School certificate.

Who should attend?

Who should attend?

  • Mid-level executives who wish to enhance their knowledge of consumer behavior.
  • Professionals who are interested in gaining hands-on experience in strategic marketing issues through a simulation game.
  • High-potentials who wish to master the development and maintenance of profitable customer relationships.

Pre-requisites

Participants will be provided with program material before the start of the program. We strongly recommend reading the material and preparing for the program in order to successfully participate in class and to gain the maximum benefit from the computer simulation.

Learning and Teaching Methods

Learning and Teaching Methods

The program is composed of four learning and teaching methods:

  • Classroom-style lectures convey state-of-the-art knowledge on consumer behavior in an interactive way.
  • Frequent real-life case studies, discussions and mutual interaction bridge theory and practice. Group presentations will strengthen problem solving and presentation skills.
  • The computer simulation "Markstrat" increases the understanding of coherences between consumer behavior and management decisions. By managing a virtual firm, the participants will learn to include consumer behavior in their actions by interpreting market research analyses, developing a sustainable strategy, and navigating their firm through several development periods to finally present their results and performances.
  • A guest speaker will provide insights into how consumer behavior can influence business and his/her daily experiences with consumer behavior.
  • The program includes an examination.

Application & Fees

Application & Fees

Tuition Fee

3,100 € including VAT, all program material and coffee breaks.

Special Offers

  • Early Bird Offer: Application 8 weeks before program start will result in a 150 Euro reduction of the tuition fee.
  • Alumni: Members of the Mannheim Business School and University of Mannheim Alumni Networks will receive a tuition fee reduction of 15% (after early bird reduction).
  • Non-Alumni: Booking two programs together will result in a 5% fee reduction. Booking three programs together will result in a 10% reduction (after early bird reduction).

Contact Us

For further information regarding this program, please e-mail execed(at)mannheim-business-school.com or phone +49 (0)621 181 37 21. To apply, please download our application form.

Dates, prices and locations are subject to change.

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