Marketing Strategy and Consumer Behavior

Most marketing underperforms for the same reason: strategy built on assumptions instead of evidence. This Specialization gives you the frameworks to change that. Across three courses, you'll construct a complete, research-backed marketing plan covering goals, research, pricing, and implementation; diagnose and strengthen your strategy with buyer personas, competitive analysis, customer journey mapping, and KPI-driven budget decisions; and apply consumer neuroscience to shape perception, build brand memory, and match your messaging to the way the brain makes purchasing decisions. By the end, you'll have a complete marketing plan and the strategic and behavioral science toolkit to make every future marketing decision sharper.