DBA – Behavioral marketing
The DBA Behavioral Marketing program is designed for students who want to deepen their knowledge of aspects influencing consumer behavior and theories and methods of advanced consumer market analysis. The subjects of this program focus on advanced market analysis and the development of decision-making skills. The program examines consumer behavior from a marketing perspective. Students will get acquainted with models of consumer behavior in decision making. The program examines in more detail how consumers process information, develop preferences and make decisions. The program also studies in detail how various marketing tactics are used by businesses to influence consumers. The program is suitable for candidates who currently hold senior positions, as well as employees and managers of advertising or PR agencies, whose goal is to expand their knowledge and skills in the field of behavioral marketing and achieve better results. The program can be studied 100% online.
Course Description
The program borrows several social sciences, including psychology, sociology, and anthropology, to explain market behavior. The program details how marketing tactics are used to influence consumer behavior and how they are used in marketing management decisions. The program details selected techniques of marketing research and examines how they are used. The program highlights the strategic challenges facing companies in a globalized world. Students will gain knowledge of how the business context affects the selection and implementation of various strategies. After completing this program, the student should be able to analyze the basics of marketing strategies, design strategic constellations of resources for effective marketing strategies and further propose appropriate measures to meet the challenges that organizations face in marketing strategies. Upon successful completion of DBA studies, you will receive the prestigious professional title of DBA, which is considered the highest level of management education. You will also receive a diploma.
Curriculum
- Marketing psychology
- Behavioral economics
- Modern trends in marketing
- Product and brand marketing
- Critical thinking and communication ethics
- Marketing research and marketing strategy
- Online marketing and social networks
- Branding
- Final work
