Synopsis
Topics
- Consumer Behaviour and Marketing Strategies
- Consumer Motivation
- Consumer Personality
- Consumer Perception
- Consumer Learning
- Consumer Attitude Formation and Change
- Persuasive Communications
- Family, Social Class, and Consumer Behavior
- Culture and Consumer Behaviour
- Cross-Cultural Consumer Behaviour
- Consumer Decision Making Process
- Diffusion and Consumer Adoption of Innovations
Learning Outcome
- Analyze individual psychological factors and processes that affect consumer purchase behaviour.
- Examine the impacts of family, society, and culture on consumer purchase behaviour
- Discuss how innovations are diffused and adopted by consumers
- Construct a model of consumer decision making
- Develop critical thinking through the analyses of consumer behaviors in the market and society
- Formulate effective marketing strategies based on consumer behaviour knowledge.
Who Should Attend
This course is designed for learners seeking foundational knowledge of consumer behavior and interested in the application of consumer behavior theories to marketing strategies through real-world case studies.
Relevance of Course to employment/upskilling/reskilling
This course equips learners with consumer behaviour, enabling them to develop effective marketing strategies in marketing and customer experience roles, and to generate meaningful consumer insights in market research positions. It facilitates systematic analysis of consumer behaviour and supports more informed strategic decision-making within marketing contexts.
Schedule
| Time | Agenda |
|---|---|
| Seminar 1 | Via Zoom |
| 19:00 - 19:15 | Overview & Introduction to the Course |
| 19:15 - 20:20 | Introduction to Consumer Behaviour |
| 20:20 - 20:40 | Break |
| 20:40 - 22:00 | Consumer Decision-Making |
| Seminar 2 | Via Zoom |
| 19:00 - 20:20 | Consumer Motivation |
| 20:20 - 20:40 | Break |
| 20:40 - 22:00 | Personality, Self-Concept, and Consumer Behaviour |
| Seminar 3 | Via Zoom |
| 19:00 - 20:20 | Consumer Perception |
| 20:20 - 20:40 | Break |
| 20:40 - 22:00 | Consumer Learning, Memory, and Knowledge |
| TMA | Submission of Tutor-Marked Assignment (TMA) |
| Seminar 4 | Via Zoom |
| 19:00 - 20:20 | Consumer Attitude Formation and Change |
| 20:20 - 20:40 | Break |
| 20:40 - 22:00 | Persuasive Communications |
| Seminar 5 | Via Zoom |
| 19:00 - 20:20 | Reference Group and Consumer Behaviour |
| 20:20 - 20:40 | Break |
| 20:40 - 22:00 | Social Identity and Consumer Behaviour |
| GBA | Submission of Group-based Assignment (GBA) |
| Seminar 6 | Via Zoom |
| 19:00 - 20:20 | Culture and Consumer Behaviour |
| 20:20 - 20:40 | Break |
| 20:40 - 22:00 | Consumer Psychographics, Adoption and Diffusion of Innovations |
| Examination | Proctored Online Examination – In-person on SUSS Campus |
Assessments
The overall course grade is determined by
- Tutor-Marked Assignment (TMA) – 18%
- Group-Based Assignment (GBA) – 20%
- Participation – 12%
- Written Examination – 50%
Trainer info
Mr Jack Ng Soon-Chye is an experienced lecturer, researcher, and entrepreneur with extensive teaching experience across undergraduate and postgraduate business modules. His research examines how contemporary AI tools reshape consumer decision-making by influencing recall, reflection, and purchase behaviour. In parallel with his academic work, he operates an e-commerce venture specialising in consumer electronics, which brings current industry practice into the classroom. This practitioner-academic perspective enables him to connect theory with real-world application in a meaningful way. Jack is a Certified Practising Marketer, an Associate Fellow of the Higher Education Academy (UK), an Associate Adult Educator (IAL, Singapore), and a member of the LSE Alumni Association of Singapore.
Course Completion requirements
- Attendance: Participants must achieve at least 75% attendance.
- Assessment: Participants must sit and pass all prescribed assessments and submit all course work stipulated in the section Assessments.
- Evaluation: Participants are required to complete course evaluations conducted by SUSS and SSG at the end of the training.
Students who achieve at least 75% attendance and meet the course completion requirements will be awarded a Certificate of Completion. For those who do not meet the course requirements, a Certificate of Participation will be issued instead.
Course Fees, payment and refund policy
| International Participants | Singapore Citizens (below 40yrs), Permanent Residents | Singapore Citizens (40yrs and above) SkillsFuture Mid - Career Enhanced Subsidy1 | Enhanced Training Support for SMEs2 (Singaporean and PRs) | |
|---|---|---|---|---|
| Course Fees (A) | $1,753.00 | $1,461.00 | $1,461.00 | $1,461.00 |
| SSG Grant (70%) (B) | 0% | 70% | 70% | 70% |
| SSG Grant (C) | $1,022.70 | $1,022.70 | $1,022.70 | |
| Nett Course fees (A) - (C) = (D) | $1,753.00 | $438.30 | $438.30 | $438.30 |
| 9% GST on Nett course fees (E) | $157.77 | $39.45 | $39.45 | $39.45 |
| SSG Enhanced Funding Rate (F) | 0% | 0% | 20% | 20% |
| SSG Enhanced Grand (G) | $- | $- | $292.20 | $292.20 |
| Total nett course fees payable including GST, (D) + (E) - (G) = (H) | $1,910.77 | $477.75 | $185.55 | $185.55 |
For the various payment mode, please refer here.
For the refund policy, please refer here.
For clarification, please contact the SUSS Academy via the following:
Telephone: +65 6248 0263
Email: [email protected]