Marketing Strategy and Consumer Behavior

Diagnose what is holding your marketing back and build a strategy that drives measurable results. Marketing moves fast, and whether the pressure comes from new competitors, shifting customer behavior, or tighter budgets, a reactive approach leaves sales on the table. This course gives you a diagnostic framework built around 17 critical questions that surface the gaps in your current strategy and show you how to close them. Across four modules, you will pinpoint customer pain points, build detailed buyer personas, and construct a competitive analysis that keeps you ahead of the market. You will select the channels that fit your audience and budget, sharpen your brand and PR strategy, and personalize campaigns that convert. You will map your customer journey, refine weak campaigns with A/B testing, and design loyalty programs that retain customers. You will also track the KPIs that matter, set realistic benchmarks, and allocate a budget tied to your goals. By the end, you will be able to assess any marketing strategy against the 17 questions and act on what you find with confidence.

Marketing professionals spend enormous resources on campaigns, copy, and creative, yet most are missing the single most important variable in the equation: how the human brain actually works. Without a neuroscience framework, even well-funded marketing is guesswork dressed up in data. In this course, you'll apply proven neuroscience principles to every dimension of your marketing practice. You'll use the science of perception and statistical learning to shape how consumers experience your brand, design campaigns that encode into long-term memory, calibrate your messaging and UX to the two distinct systems consumers use to make decisions, and deploy the psychology of pleasure and pain to frame offers that motivate action. By the end of this course, you'll be equipped to ask sharper marketing questions, run more targeted A/B tests, and build science-backed strategies that influence consumer behavior at the level of the brain.e.g. This is primarily aimed at first- and second-year undergraduates interested in engineering or science, along with high school students and professionals with an interest in programming.