Online Microcredential in Business & Management

Understanding Consumer Behaviour: Customer Decision-Making and the Customer Journey

Get to know your target consumer’s buying behaviour and learn how to implement effective cross-channel marketing campaigns.

Created by

Anglia Ruskin UniversityAnglia Ruskin University

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Endorsed by

Institute of Data & MarketingInstitute of Data & Marketing

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Improve marketing success by applying consumer behaviour theory in practice

In just ten-weeks, this microcredential will teach you how to identify what your consumers want and need, and how to give it to them by applying a customer-centric marketing approach.

Get to grips with consumer buying behaviour

For marketing professionals who want to stay ahead of the game, this microcredential will help you understand consumer behaviour theory as it exists today and how it should influence your integrated marketing communications online and offline.

Through theories surrounding consumer behaviour, you’ll examine the psychological and sociological drivers that influence how customers buy and explore the consumer decision-making process.

You’ll investigate current buying and behaviour trends and look to the consumers of the future, investigating how you should interact with them and why.

Create buyer personas using consumer behaviour analysis

As customer experience (CX) moves to the top of agendas in successful organisations around the world, understanding your customer and the barriers to purchase are vital to improve the customer journey.

ARU’s experienced digital marketing practitioners will teach you how to map the customer journey and use your findings to create customer personas to improve customer experience and success. You’ll learn how to apply CX thinking to create a targeted marketing strategy that drives conversions and fosters positive customer relationships.

Discover effective targeted marketing and segmentation strategies

As well as customer journey mapping, you’ll learn customer targeting, segmenting, and customer retention strategies.

You’ll discover best-practice for segmenting consumer markets, customer profiling, and how to define, select, and reach and retain specific audiences across online marketing channels.

As you investigate the merits of various digital marketing channels, you’ll develop your understanding of how social groups create digital tribes online and how you can use these tribes to improve existing customer relationships and build new ones.

Will I learn to apply customer behaviour theory in practice?

Yes. This microcredential is designed to help professionals apply the core principles of consumer behaviour theory to practical marketing efforts in an organisation.

You’ll often be asked to put your skills and knowledge into practice, with live and ‘on-the-job’ tasks as you progress through the course.

Is this microcredential for online and traditional marketing professionals?

Yes. This grounding in consumer choice and behaviour will be applicable to the work of a traditional marketeer, those working in digital marketing, as well as those who do both.

This theory puts the consumer at the heart of marketing planning and strategy, whatever the marketing distribution channel.

How is this marketing course assessed?

This microcredential includes a final assessment in the form of a single 3000 word work-based report. The report will be based around one of the elements of the customer journey.

What skills will you learn?

  • Understanding the customer journey
  • Influencers and motivators
  • Technology acceptance and its role in the journey
  • Consumer Behaviour Theory
  • Social groups
  • Consumer Profiling
  • Online vs Offline customer journeys
  • The customer buying process

What you will achieve

By the end of the microcredential, you’ll be able to...

  • Identify the drivers of consumer behaviour theory, both psychological and sociological
  • Identify areas of the customer journey in an organisation where improvements could be made
  • Apply the principles of consumer behaviour theory to a real-life organisation
  • Classify the different types of customers within an organisation from a consumer behaviour perspective

Are you eligible for this microcredential?

There are no prerequisites to joining this microcredential.

Although some experience of working in marketing would be beneficial, the credential is designed for marketing professionals at all levels.

English language proficiency (listening, speaking, reading, and writing) to a professional level is essential as this course is delivered and assessed in English.

Is this microcredential right for you?

This microcredential is designed for professionals working in both traditional and digital marketing.

It will enhance the professional skills of any marketing professional, regardless of level or sector, whose role would benefit from a grounding in the theory of consumer choice and buying behaviour and how these insights can be applied in the real world.

This credential will teach you how to put the customer and consumer at the heart of your marketing practice, thinking, and planning.


What happens before, during, and after your microcredential

  • Before learning

    You’ll have access to our online welcome area where you’ll be able to start conversations with your fellow learners and read any announcements or additional information relating to your microcredential.

  • Course 1

    From 3 May 2021

    Introduction to Consumer Culture and the Customer Journey

    Explore how the customer makes decisions, their motivators and their thought processes as they make decisions.

    2 weeks

    15 hours per week

  • Course 2

    From 17 May 2021

    Consumers and Technology, Perception and Risk

    Explore the growing importance of technology in the decision making model for the consumer.

    2 weeks

    15 hours per week

  • Course 3

    From 31 May 2021

    Who Am I? Personality, Attitudes, & Behaviours

    This course prepares the groundwork for the understanding of personality. A deeper look at who we are and what drives us.

    2 weeks

    15 hours per week

  • Course 4

    From 14 Jun 2021

    Customer Segmentation, Targeting and Retention

    This course considers how we segment consumer markets; how do we define, select and reach specific audiences online.

    2 weeks

    15 hours per week

  • Course 5

    From 28 Jun 2021

    Digital Tribes, Listening to Customers and New Trends

    This course considers what and who digital tribes are, how we should interact with them and why.

    2 weeks

    15 hours per week

  • After learning

    Once you have successfully completed the microcredential, you’ll receive 15 academic credits at undergraduate level from Anglia Ruskin University and a transcript of credit.

What you will receive

15 UK credits at Undergraduate level from Anglia Ruskin University

Understanding Consumer Behaviour: Customer Decision-Making and the Customer Journey credits can be used towards the Distance Learning BSc Digital Marketing.

Find out how credits work and where you can use them in our FAQs.

A Transcript of credit from Anglia Ruskin University

ARU Transcript will read Understanding Consumers and the Customer Journey. Transcript will be provided in PDF format.

Learn more about this organisation

What is a microcredential?

Microcredentials are designed to upskill you for work in rapidly-growing industries, without the time and cost commitment of a full degree. Your microcredential can stand alone as an independent credential, and some also offer academic credit to use towards a degree.

Learn online with expert instructors

Complete online courses led by experts over multiple weeks with a dedicated group of professionals.

Complete project-based assessments

Test your understanding with online tutor-marked assessments and exercises.

Earn a professional credential

Finish your learning and pass your assessments to gain an accredited credential.

Advance further in your career

Use your microcredential as evidence of your specialised skills and progress further in your industry.

Career-focused learning by Anglia Ruskin University

ARU is a global university with campuses across the East of England. They are passionate about transforming lives through innovative, inclusive and entrepreneurial education and research.

  • Established

  • Location

    Cambridge, UK
  • World ranking

    Top 350Source: Times Higher Education World University Rankings 2018

This microcredential is endorsed by Institute of Data & Marketing

This microcredential forms part of the IDM accredited BSc Digital Marketing degree offered by ARU and is endorsed by IDM.

Delivered by experts

Marketing guru!
Run a small marketing consultancy company and also work for CIM and several universities in all things marketing - with a major focus in digital.

Learning on FutureLearn

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  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

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  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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When would you like to start?

Enrolment for this microcredential is closed. We aim to run our microcredentials every few months. Register to find out more about this microcredential and future start dates.

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    We can accept payments made by card (Visa, Mastercard and American Express) or PayPal via our online system.

    You will have 14 days from the day the course starts to apply for a refund. If this Microcredential has any non-refundable costs they will be stated in the ‘Overview’ section above. You can find more information in our cancellation and refund policy.

    Microcredentials are designed to fit around your life and timezone.

    There may be live events as part of your studies, but these will be recorded and can be watched afterwards if you aren’t online for the live broadcast.

    No, microcredentials are designed to be taken anywhere in the world. You won’t need the right to study in the country where the university offering the microcredential is based.

    Want to know more? Read the microcredential FAQs, or contact us.