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Indian Institute of Management Bangalore

Consumer Behavior in the Digital age

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The word ‘Digital Marketing’ has caught the imagination of marketers. It is critical to understand that the classical behavioral dimensions associated with the consumer, is the building block on which digitalization of marketing is achieved.


The following are the objectives of the programs:

  • To provide a conceptual understanding of the importance behavioral concepts associated with branding.
  • To enable the participants to understand the importance of consumer behaviour in the digital age with respect to branding.

Thought triggers associated with the program

Thought triggers provide an idea about the usefulness of the content associated with the program.

  • Does the consumer always behave in rational ways?
  • How is consumer behaviour connected with digital marketing?
  • What is the behavioral basis of branding?
  • What is the digital context?


  • Context of consumer behaviour
  • Behavioral Dimensions of Branding
  • Consumer -Brand Connections
  • An Indian case study from real life branding

Who should attend

Brand / Product Managers associated with FMCG (Fast Moving Consumer Goods) or Consumer durable companies.

This is a program intended for managers who are interested in acquiring knowledge on consumer behaviour before they attempt digital marketing initiatives.


Professor Ramesh Kumar’s research interests include Branding-Consumer Behavior Interface, Cultural Dimensions in Marketing, and Consumer Behavior-Digital Marketing Interface. Dr. Kumar has published a number of articles and case studies in reputed journals (national and international), business m...