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Professional Certificate in Foundations of Brand Protection

Want to earn the full professional certificate? Purchase all 18 courses bundled for special price.

Details

Professional Certificate in Foundations of Brand Protection

Want to earn the full professional certificate? Purchase all 18 courses bundled for special price.

Details

Course 118: Consumer Behavior, Impact and Education

Was: $479.00
Now: $335.00
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Availability:
You are purchasing a pre-enrollment seat into this course. Actual enrollment will occur upon launch, March 25, 2025.
Government & Corporate Pricing::
Individual purchase using organization funding, $430.00, contact acapp@msu.edu for code
Government and Corporate Contracts::
Bulk purchase of course enrollment seats under a contract receive additional price discounts. Please contact the A-CAPP Center for information at acapp@msu.edu
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This is a purchase for pre-enrollment into a course from the A-CAPP Center's Professional Certificate in Foundations of Brand Protection that launch during our annual Summit March 25-27, 2025.

  • Program terms of use apply.
  • Enrollment occurs within 24 hours Monday-Friday 8a-5p post Summit.
  • After purchase, you will be pre-enrolled and receive a separate email with login credentials.
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DESCRIPTION

This course provides a comprehensive understanding of consumer issues in the specific context of brand protection. You will learn to identify and differentiate between various types of consumers, including traditional consumers, customers in various industries, and businesses in B2B operations. The course covers consumer behavior in purchasing counterfeit and pirated goods, the impact of these purchases, and provides a broad outlook on how to engage consumers through brand awareness.

Learning Objectives:

  • Define the concept of consumer and the significance of protecting the consumer in maintaining brand integrity.
  • Recognize the evolution of consumer behavior and identify key market drivers of the purchase of illicit goods as well as strategies for consumers to engage in informed purchase decisions.
  • Recognize the importance of brand awareness campaigns, media engagement, and consumer participation in brand protection.