The Art of Marketing & Consumer Behavior
Understand why customers buy and turn that insight into marketing action. The course covers consumer psychology and influences, segmentation, positioning and pricing, trade and retail management, merchandising, promotions and CRM.
At a glance
- 3 days
Who it's for
- Marketing professionals, business owners, entrepreneurs, trade & retail staff, staff moving into marketing
Learning objectives
- Understand the psychological processes behind consumer behaviour
- Apply segmentation, positioning and pricing strategies
- Design marketing communications and CRM based on consumer insight
Detailed content
- Buying behaviour, perceptions, motivation & personality
- Psychographics, values & lifestyles
- Cultural, social-class, reference-group and family influences
- Online and non-store buying behaviour
- Segmentation and (re)positioning
- Pricing and promotional strategy
- Advertising & sales promotion; event-based marketing
- Trade types and trade management
- Merchandising, planograms, product displays, space rental
- Ordering, inventories, stock take; supplier management
- CRM success factors; loyalty
- Cross-selling & up-selling; customer profitability
- Sales-force automation
Day-by-day agenda
A typical schedule. In-company versions are tailored to your processes, data and timing.
- Consumer Behaviour
- Marketing Strategy
- Trade & Retail
- Customer Relationships
- Case study, action plans and course assessment
Practice, tools and assessment
Hands-on practice
- Build a strategy map and balanced scorecard for your unit
- Write KPI definition cards with targets and owners
- Self-assessment against an excellence model
- Negotiation and sales-call role plays with video feedback
Tools and templates you keep
- Strategy map and BSC template
- KPI dictionary / definition card
- X-matrix (Hoshin Kanri) template
- Negotiation planner (BATNA, ZOPA, concessions)
How learning is assessed
- Pre- and post-course knowledge check
- Assessment of practical exercises by the trainer
- Action plan reviewed at the end of the course
Built on these standards and bodies of knowledge
- Kaplan & Norton Balanced Scorecard
- EFQM Model 2025; Baldrige Excellence Framework
- Harvard Program on Negotiation principles
How it is delivered
- Public courses in Cairo, in-company programs and live online training
- Practical exercises, case studies and examples from your sector
- Can also run as Train & Stay in Sharm El Sheikh, Hurghada or Cairo
Part of these career paths
- Customer Experience & Sales · Expert
Frequently asked questions
How long is The Art of Marketing & Consumer Behavior?
The program runs 3 days. In-company versions can be adapted to your needs.
Is the course taught in Arabic or English?
Sessions are usually delivered in Arabic with English technical terms and materials. Full English delivery is available for in-company groups.
Can you run it inside our company?
Yes. In-company programs use exercises built on your own processes. Tell us the group size and preferred timing and we will send a proposal.
Will I receive a certificate?
Participants who complete the program and its assessment receive a certificate from The Excellence Center, which can be verified online.
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Get dates, fees and the full outline.
Tell us whether you are joining as an individual or planning a program for your team.