Consumer Behaviour and Marketing Research in an International Context | ENAE Pasar al contenido principal

Consumer Behaviour and Marketing Research in an International Context


Goals and Student Profile


At the end of the course, the participants will:

  • Recognize the importance of understanding consumer behavior for successful marketing.
  • Have an insight into how consumers think and behave, and the strategies/tactics marketers use to influence consumer behavior.
  • Have an understanding of what marketing research is, when to conduct research, and how to do it.
  • Appreciate the role probability and data analysis play in conducting scientific and statistically reliable research.
  • Be able to appreciate how different parts of the world have their idiosyncrasies when it comes to consumer behavior and marketing research.


Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.

We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.


1. Importance of understanding consumer behavior
2. Perception and Attention
3. Learning and Memory
4. Motivation
5. The Self
6. Personality and Lifestyles
7. Attitudes
8. Consumer Decision Making
9. Role of Demographics and Culture in Consumer Behavior

1. Importance of marketing research
2. How marketing questions translate to Marketing Research Objectives
3. Sources of Data
4. Qualitative Research
5. Primary Data Collection: Surveys, Observation, and Experimentation
6. Online Marketing Research
7. Sampling and Basics of Probability Theory
8. Basics of Data Analysis
9. Reporting Research Findings


Profesor de ENAE Bussiness School. B.Sc. of Mathematics, Madras Christian College (India). Ph.D. Marketing, Penn State University (USA). Master of Business Administration, Bharathiar University (India).
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Profesor de Marketing en el Asper School of Business, University of Manitoba (Canada) y Profesor Visitante de la Universidad de Murcia. Ha sido Profesor en University of Arkansas at Pine Bluff, Tulane University (New Orleans),y fuera de Canada y USA en: Baruch College (Singapore), Asian School of Business (India), Loyola Institute of Business Administration (India), Madras Management Association (India). Cuenta con amplia experiencia docente en Comportamiento del Consumidor, Marketing Global, Publicidad, Investigación de Mercados, Marketing Estratégico y Gestión de Marketing. Ha recibido varios premios por su labor docente e investigadora. Ha participado en gran variedad de congresos a nivel nacional e internacional y ha conducido numerosos proyectos de investigación de mercados para una gran variedad de organizaciones tanto en Estados Unidos como en Canada, siendo reconocido por sus investigaciones por la American Marketing Association. Es autor de numerosos libros, capítulos de libros y publicaciones en revistas especializadas

Specified time period and Place

Specified time period: This course has and extension of 15 contact hours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30 h. and Saturday from 9:00 h. to 14:00 h.

Place and Address: Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain

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1. Theoretical presentations alternated with practical exposure so as to see their relationship with results in business. The interrelation between theory and practice is a methodology in which students must be involved. This methodological issue will be used for both business executives and professionals, and for recent graduates who want to join the same course.

2. Several case studies are sent from those that companies have been facing in real life for students, with the relevant knowledge acquired, to do the analysis between the different lines of action that may arise and choose the one considered more realistic and adjusted to the case. The student should become accustomed to making decisions and understand the implications of them.

3. Case studies and readings will be sent to participants through the virtual campus. At the same time chat forums or debate centres may be created on campus or virtual in which the views of the participants will be contrasted. . These tools will be used by the students to contrast their different points of view.

4. Virtual Campus is a tool that allows a much more fluid relationship between students and teachers at personal and on line level.

5. Teaching the course will take into account how the student intends to apply the knowledge acquired to the final project at the end of the Master.

Terms of Payment and Scholarships

Are you interested? Obtain the following benefits:

Price: 350 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE


If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation, you may recover part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.

A lo largo de nuestros más de 25 años de vida,
más de 13.000 alumnos han confiado
en la excelencia y la calidad de la formación de ENAE Business School.