Professor Manoj Thomas is a behavioral scientist who trains business executives to be customer-centric leaders and encourages them to build meaningful and purposeful connections with customers. Thomas has received the Apple Award and the Stephen Russell Family Teaching Award for excellence in teaching. Thomas is an expert on the psychology of price evaluations. He also studies how moral intuitions and political identity influence consumer behavior. His research has been published in marketing and psychology journals. He is the co-author of the book Why People (Don’t) Buy: GO and STOP signals. He is an associate editor for the Journal of Marketing Research and the Journal of Consumer Research.
Course Overview
In this course, you will examine how a brand shapes consumer perceptions of products. Brands also trigger the three key drivers of consumer behavior — attention, emotion, and coherence — influencing customer judgments and decisions. You will also be introduced to a strategy for developing a brand positioning statement and explore the different types of brands to better align your practices for success across the marketplace.
You are required to have completed the following courses or have equivalent experience before taking this course:
- Introduction to Behavioral Science
- Drivers of Consumer Behavior: Attention, Emotion, Coherence
Key Course Takeaways
- Explore how perception impacts branding
- Apply a framework of attention, emotion, and coherence to your brand
- Examine where your brand falls on the warmth-competence matrix
- Develop an informed brand strategy
How It Works
Course Length
2 weeks
Effort
3-5 hours per week
Format
100% online, instructor-led
Course Author
Manoj Thomas
Professor
Cornell SC Johnson College of Business
Nakashimoato Professor of Marketing and Sr. Director of Executive MBA Programs, Cornell SC Johnson College of Business
Who Should Enroll
- Marketers
- Brand managers
- Product managers
- Engineers and software developers
- Tech leaders
- Project managers
- UX and web design professionals
- Entrepreneurs
Get It Done
100% Online
100% Online
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