Marketing
Read and steer the consumer decision
When buying behavior shifts, work out the decision frames, the journey, and the decision-making unit; then place your intervention at the right moment.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Reading the consumer decision: four frames
Foundational: you learn to read the thinking behind a single purchase. By the end of this program you can diagnose whether a decision is cognitive or emotional, high- or low-involvement, optimizing or satisficing, compensatory or noncompensatory, and adapt the selling approach to that diagnosis.
- Cognitive and emotional decisions
- What tips a purchase one way
- Adapt the selling to the process
Apply it: Case: diagnose the decision at Quinlan Home Appliances
7 lessons · ≈3 hours
- Program 02
The buying journey and the decision-making unit
Intermediate: you learn to map the path a consumer takes to a purchase and the people who decide it. By the end of this program you can manage the pre-purchase, purchase and post-purchase phases, read how the consideration set narrows through the funnel, tell buyer types apart, and target the roles in the decision-making unit (buyer, influencer, gatekeeper, approver).
- Three phases and the trigger
- How the sets narrow
- The purchase phase and its barriers
Apply it: Case: map the journey and the unit at Kavara Robotics
7 lessons · ≈3 hours
- Program 03
Steering the decision: the Propecia case and changing forces
Advanced: turn the decision process and the decision-making unit into a working marketing strategy, then adapt that strategy as consumer behavior shifts. By the end of this program you can manage the proactive-buyer and reactive-expert dynamic, speed up a long decision process with a deliberate sense of urgency, and fold social media, co-creation and conscience marketing into a single coherent plan.
- Merck and Propecia: turning process into strategy
- Social media
- Co-creation
Apply it: Case: the Verdance Botanicals launch
6 lessons · ≈3 hours