Consumer Behaviour

  Institution: IACT College

TAP (Training Academy for Professionals) is the newly branded training unit of IACT, an established and experienced training academy that offers corporate trainings and part time Professional Development Courses specialising in the area of Marketing, Advertising and Communications.

Advancement in the Marketing and Communications industry requires employees to be re-trained or re-skilled as traditional advertising and communications areas now require injection of ICT knowledge and industry-relevant courses to keep up with the times.

TAP’s Professional Development Courses are designed to meet the real needs of the industry. Whether it is to upgrade oneself or learn a new subject, TAP has lined up an array of courses that will enhance one’s knowledge and skills to help stay ahead of the competition.

TAP under IACT is a Human Resource Development Fund (HRDF) or Pembangunan Sumber Manusia Bhd (PSMB) Class A accredited training academy and as such, all our courses are HRDF-claimable under SBL schemes.

The Professional Development Courses offered by TAP are conducted on a part time basis and classes are held in the evenings.

This course introduces participants to the basics of consumer behaviour, which is seen as a vital
component in advertising and marketing. It is based on the premise that it is the free choice of the
consumer that ultimately determines what shall be produced and marketed. This course will examine
the internal and external factors that inuence the behaviour of consumers. Inuences such as
perception, learning, personality, lifestyle, family and social class are examined, with a view to sensitise
students to the interplay of psychological forces.

Objectives:

Upon completion of this course, participants will:

• Understand the modes of which consumer obtain information and make decisions about products.
• Perceive how opinions and attitudes are formed and changed.
• Develop a better appreciation of values, beliefs, prejudices and persuasion in the consumer’s lifestyle.
• Have knowledge of related concepts from the behavioural sciences (sociology, anthropology and psychology).
• Apply concepts from consumer behaviour to the development and management of an effective marketing programme.

Contents:

• An Overview
• The Socio-Cultural Environment of the Consumer
• The Psychological Bases of Consumer Behaviour
• Motivation as a Central Factor in Consumer Behaviour
• Consumer Behaviour in the Market Context

Source: IACT College