Corporate Training Course on Advanced Consumer Insights & Behavior

Course Outline

Module 1: Foundations of Consumer Behavior

ü  Introduction to Consumer Behavior

ü  The Consumer Decision-Making Process

ü  The Role of Insights in Business Strategy

ü  Understanding the Modern Consumer

ü  Practical Session: Analyzing a Case Study on a Fictional Brand

Module 2: The Psychology of Consumer Decision Making

ü  Perception, Learning, and Memory

ü  Motivation, Needs, and Wants

ü  Attitudes and Persuasion

ü  Cognitive Biases and Heuristics

ü  Practical Session: Mapping the Consumer's Journey

Module 3: Social & Cultural Influences on Consumers

ü  Family and Household Influences

ü  Reference Groups and Opinion Leaders

ü  Social Class and Lifestyle

ü  Culture, Subcultures, and Cross-Cultural Insights

ü  Practical Session: Conducting a Mini-Ethnographic Study

Module 4: Market Segmentation and Consumer Targeting

ü  Demographic and Geographic Segmentation

ü  Psychographic and Behavioral Segmentation

ü  Creating Buyer Personas

ü  Targeting Strategies and Positioning

ü  Practical Session: Developing and Presenting a Buyer Persona

Module 5: Data Analytics for Consumer Insights

ü  Introduction to Data Sources and Tools

ü  Analyzing Customer Data (CRM, Web Analytics)

ü  Survey Design and Analysis

ü  Interpreting Data and Creating Dashboards

ü  Practical Session: Using a Free Analytics Tool to Identify Key Trends

Module 6: Qualitative Research Methods

ü  In-depth Interviews

ü  Focus Groups

ü  Ethnographic Research

ü  Observational Studies

ü  Practical Session: Conducting and Moderating a Focus Group

Module 7: Quantitative Research Methods

ü  Survey Methodology and Design

ü  Experimental Design

ü  Statistical Analysis of Survey Data

ü  Using Online Panels and Crowdsourcing

ü  Practical Session: Designing a Survey and Analyzing the Results

Module 8: The Digital Consumer and E-Commerce

ü  Consumer Behavior in the Digital Age

ü  Social Media and Its Influence

ü  E-commerce and Online Shopping Trends

ü  Mobile Marketing and the Connected Consumer

ü  Practical Session: Analyzing an E-commerce Website for User Experience Insights

Module 9: Consumer Insights in Action: Strategic Applications

ü  Applying Insights to Marketing Campaigns

ü  Driving Innovation and Product Development

ü  Enhancing Customer Experience

ü  Measuring the ROI of Insights

ü  Practical Session: Developing a Marketing Plan Based on Consumer Insights

Module 10: Future Trends in Consumer Behavior

ü  The Rise of AI and Personalization

ü  Sustainability and Ethical Consumption

ü  The Sharing Economy and Subscription Models

ü  Predicting Future Consumer Trends

ü  Practical Session: Brainstorming on Future-Proofing a Business Strategy

About Our Trainers

Our trainers are seasoned industry experts with over a decade of experience in marketing, research, and consumer insights. They have worked with top global brands, bringing a wealth of real-world knowledge and practical examples to the classroom. Their expertise spans a wide range of industries, ensuring that the course content is relevant and applicable to diverse business contexts.

Quality Statement

We are committed to providing high-quality, impactful consumer insights training courses that deliver tangible results. Our curriculum for the consumer behavior course is regularly updated to reflect the latest trends and best practices in the field. We strive to create a dynamic and supportive learning environment that encourages participation and fosters professional growth.

Admission Criteria

ü  Participants should be reasonably proficient in English. 

ü  Applicants must live up to Phoenix Center for Policy, Research and Training 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@phoenixtrainingcenter.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 / +254737296202

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: Phoenix Center for Policy, Research and Training 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

We understand that every organization has unique ESG challenges and opportunities as well as unique training needs. Phoenix Training Center offers tailor-made courses designed to address specific requirements and challenges faced by your team or organization. Whether you need a customized curriculum, a specific duration, or on-site delivery, we can adapt our expertise to provide a training solution that perfectly aligns with your objectives. We can customize this ESG Risk Management Course to focus on your industry, specific risk profile, or internal stakeholder dynamics. Contact us to discuss how we can create a bespoke training program that maximizes value and impact for your team. For further inquiries, please contact us on Tel: +254720272325 / +254737296202 or Email training@phoenixtrainingcenter.com

Accommodation and Airport Pick-up

For physical training attendees, we can assist with recommendations for accommodation near the training venue. Airport pick-up services can also be arranged upon request to ensure a smooth arrival. Please inform us of your travel details in advance if you require these services. For reservations contact the Training Officer on Email: training@phoenixtrainingcenter.com or on Tel: +254720272325 / +254737296202