The Understanding & Influencing Consumer Behaviour course will introduce you to the science of consumer behaviour, and the importance of this to food manufacturers and retailers.
Consumer behaviour, broadly construed, is the study of how individual and groups select or choose the products or services that they decide to use. Through online lectures and three days ofworkshops, featuring speakers from across academia and industry, participants will explore the underlying behavioural mechanisms of consumers. This includes how to identify the range of factors that influence consumers and their purchasing behaviour. In addition, you will develop an understanding of the sensory, psychological and socio-cultural factors that influence consumers and their behaviour.
After completing the course, you will have a detailed understanding of the needs and motivations of consumers when making food choices, and the resulting impact this has on a wide range of different products. You will be able to profile customers into relevant market segments and relate these back to your own business. This course has a broad range of professional applications within the agrifood sector, but understanding and influencing consumer behaviour are of the utmost importance for food manufacturers and retailers.
Previous Workshop Speakers Include:
On completion of the course participants should be able to:
The following transferable skills will be developed in this course:
Introductory distance learning material will be provided via a virtual learning environment (VLE), and further learning material will be made available during the intensive teaching and study week. During and post the in-
The course consists of five weeks preliminary material, ahead of on-campus workshops providing a series of lectures and presentations covering different aspects of consumer behaviour. A major component will be problem-based learning, individual and group exercises. To conclude, participants undertake an individual task involving reflective learning.
In preparation for the campus workshops, participants will be required to undertake three tasks and upload them onto the VLE for discussion. On the final day of the on workshops, the group presentation will be given and the group report submitted. The individual task will be agreed during the on-campus workshops period and will be completed during the following 6 weeks.
The individual task will contribute 60% of the course mark
The Group Presentation contributes 20% of the course mark
Set exercises completed online during distance learning contribute 20% of the course mark
Self-assessment multiple choice question tests used during distance learning delivery. Questions related to video lectures and directed reading. Participants will be required to undertake a survey during the distance learning period the data from which will be analysed during the on-campus period in a data analysis workshop.
AgriFood Training Partnership
The University of Reading
PO Box 226, Whiteknights
Reading RG6 6AP
T. +44 (0)330 333 4530