Consumer Behavior & Service Marketing

Master consumer behavior, marketing psychology, communication strategy, branding, and service marketing to create customer-focused business growth. Learn how to influence buying decisions, build powerful brands, and deliver service experiences that drive satisfaction and loyalty. This Specialization helps you understand what motivates customers, how media and communication shape public perception, and how businesses can design better marketing and service strategies. You will explore psychological triggers, customer insights, mass communication, brand positioning, service quality models, and relationship marketing techniques. Through a practical, outcome-driven learning path, you will learn how to segment audiences, apply ethical persuasion, design business communication strategies, strengthen brand identity, and use service marketing frameworks such as the 8Ps, SERVQUAL, GAP Model, Service Marketing Triangle, and Zone of Tolerance. By the end of this Specialization, you will be able to create customer-centric marketing strategies, evaluate service performance, improve customer satisfaction, and build long-term brand loyalty across product and service-based businesses.