Consumer Behaviour Course | IIT Kharagpur | Marketing Strategy
Course Details
| Exam Registration | 5079 |
|---|---|
| Course Status | Ongoing |
| Course Type | Elective |
| Language | English |
| Duration | 8 weeks |
| Categories | Management Studies, Marketing |
| Credit Points | 2 |
| Level | Undergraduate/Postgraduate |
| Start Date | 19 Jan 2026 |
| End Date | 13 Mar 2026 |
| Enrollment Ends | 02 Feb 2026 |
| Exam Registration Ends | 16 Feb 2026 |
| Exam Date | 28 Mar 2026 IST |
| NCrF Level | 4.5 — 8.0 |
Unlock the Psychology of Buying: A Deep Dive into Consumer Behaviour
Why do consumers choose one brand over another? What invisible forces drive their purchasing decisions? In today's hyper-competitive marketplace, understanding the ‘why’ behind the buy’ is the ultimate competitive advantage. This is where the science of Consumer Behaviour comes in—a fascinating field that blends psychology, anthropology, and economics to decode the decision-making processes of buyers.
We are excited to present a detailed exploration of an intensive 8-week course on Consumer Behaviour, designed and instructed by Prof. Srabanti Mukherjee from the prestigious Vinod Gupta School of Management, IIT Kharagpur. This course is meticulously structured to transform how you perceive customers and design marketing strategies.
About the Course Instructor: Prof. Srabanti Mukherjee
Learning from an expert with both academic rigor and practical insight is crucial. Prof. Srabanti Mukherjee brings a wealth of knowledge to this course.
- Position: Assistant Professor in Marketing, Vinod Gupta School of Management, IIT Kharagpur.
- Qualifications: Holds a PhD from the Indian Institute of Engineering Science and Technology (IIEST) Shibpur.
- Teaching Experience: Has taught at premier institutes including IIM Indore, IIEST Shibpur, and Visva Bharati University.
- Expertise: Her key teaching and research interests are Consumer Behaviour, Marketing to the Bottom of the Pyramid, and Advanced Marketing Research.
- Author: Has authored the book ‘Consumer Behaviour’ published by Cengage Learning India.
- Research: A published author in peer-reviewed journals and conferences, with registered business cases on Ivey Publishing (co-distributed by Harvard Business School Publishing).
Course Overview: What Will You Learn?
This undergraduate/postgraduate level course is designed to provide a holistic understanding of consumers as individuals, group members, and decision-makers. It goes beyond theory, focusing on how these insights directly inform the marketing mix and overall business strategy.
Primary Objectives:
- Understand the decision-making processes of buyers at individual and group levels.
- Decode consumer preferences, motivations, and choice heuristics.
- Analyze the family as a dynamic decision-making unit, including its parameters, processes, and internal conflicts.
- Sensitize participants on applying consumer behaviour concepts to design effective marketing strategies.
Industry Relevance: This course is highly recommended for and supported by the marketing departments of companies operating in both B2C (Business-to-Consumer) and B2B (Business-to-Business) markets.
Detailed 8-Week Course Layout
The course is structured to build your knowledge from foundational concepts to advanced modelling, ensuring a complete learning journey.
| Week | Key Topics Covered |
|---|---|
| Week 1 | Introduction to Consumer Behaviour, Changing Patterns, Market Segmentation, Consumerism, Process of Motivation. |
| Week 2 | Theories of Motivation, Consumer Involvement, Perception and Imagery, Case Studies. |
| Week 3 | Personality Theories, Self-Concept, Learning Theories, Case Study on Learning Process. |
| Week 4 | Attitude Formation & Change, Consumer Values, Case Studies. |
| Week 5 | Lifestyle (AIO, VALS), Culture & Subculture, Group Influence on Buying. |
| Week 6 | Celebrities as Reference Groups, Family Life-Cycle, Family Buying Decisions, Diffusion of Innovation. |
| Week 7 | Opinion Leadership, Types of Buying Behaviour, Black-Box Model, Modelling Buyer Behaviour. |
| Week 8 | Advanced Buyer Modelling, Industrial Buyer Behaviour, Dimensions of Consumer Research, Course Wrap-up. |
Who Should Enroll in This Consumer Behaviour Course?
This course is invaluable for a wide range of professionals and students:
- Marketing Professionals & Managers: Seeking to deepen their understanding of target audiences and improve campaign effectiveness.
- Business Owners & Entrepreneurs: Who need to understand their customers to build better products and services.
- Students (UG/PG): Pursuing degrees in Management, Marketing, Psychology, or Economics.
- Aspiring Marketers & Analysts: Looking to build a strong foundational knowledge in consumer insights.
- Product Managers & UX Designers: Interested in the psychological drivers behind user adoption and satisfaction.
Why is Studying Consumer Behaviour Critical for Success?
In a world saturated with choices, the companies that thrive are those that connect with their customers on a deeper level. This course empowers you to:
- Predict Market Trends: By understanding underlying motivations, you can anticipate shifts in consumer preferences.
- Create Powerful Marketing Messages: Craft communications that resonate emotionally and rationally with your audience.
- Design Winning Products: Develop offerings that solve real consumer problems and align with their self-concept and lifestyle.
- Navigate B2B Complexity: Understand the multi-person decision-making units and rational/emotional drivers in business markets.
- Build Stronger Brands: Foster loyalty by aligning your brand with consumer values and identity.
Embark on this 8-week journey with an esteemed faculty from IIT Kharagpur to master the art and science of influencing and understanding the consumer. This isn't just a course—it's an investment in developing a critical, customer-centric lens that will define your career in marketing and business strategy.
Enroll Now →