Marketing Strategy: Why are they not buying your product?

By mapping out the consumers journey and understanding path-to-purchase, we can influence purchase decisions.
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  • Lectures 18
  • Length 1 hour
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 11/2014 English

Course Description

What is this course about?

Today's consumers live in a world full of choices. They live in a world full of decisions. How do they make these decisions, and what can you do to influence them? In this class, we'll dive deeply into the numerous decisions a consumer make prior to actually making a purchase. By understanding this decision making process, we'll be able to put together a plan to influence the process so the decisions would be made in our favor. We'll examine the entire consumer journey to understand where there may be purchase barriers, so we can remove them!

What should you expect from this course?

You should be able to analyze how consumers make decisions and put together a plan remove purchase barrier and drive brand preference. So, you can win in the marketplace to sell more!

Who is this class for?

This course will be beneficial to any strategic minded individuals looking for a deeper understanding of consumers behaviors in order to drive business growth. This course provides a clear framework to make sense of it all. The course provides context to observable consumer actions by revealing the hidden decision making process. This course will be most beneficial if you need to understand consumer behaviors to drive business decisions, but may not have in-depth formal training in the subject. To get the most out of this course, you will need to workshop the material after the lectures. The course will not provide a one-size-fits-all solution. By applying the framework, you will be able to better understand your consumers and to create a tailored solution for your specific business.

How is the class structured?

The class consists of several video lectures. The lectures will take an hour to complete. At the end of the lecture, you will have a clear understanding on how a purchase decision is made.. You will have an understanding on distractions that may occur along the path toward purchase. With that knowledge, you will be able to build a plan that can influence consumer decisions and guide consumers toward purchasing your brand. After the video lectures, you will need to then take your own time to build that plan. This course will provide you a template to get you started on that plan.

Why take this course?

First of all, this course is back by a 30 days money back guarantee. Secondly, don't you want to sell more? Only by understanding how consumers make decisions would you be able to influence their decisions. If you'd like to learn how to make consumers pick your product over a competitive product, enroll in this course now!

What are the requirements?

  • At the end of this course, we'll put together a plan of action to influence consumer decisions. Before starting this course, you should have an understanding on your existing plan, if any.
  • As we develop this plan, it'll be most effective if you have an understanding of any constraints (e.g. money, time, people).
  • As students will have lifetime access to course materials, students can pause the course or revisit the course at any time to gather the information listed above.
  • Students will need to invest time and thinking, using the principals discussed in this course, to build their own tailored plan. This course does not provide a one-size-fits-all answer.
  • Students would need to have paper and pen to take notes as the course progress!

What am I going to get from this course?

  • Understand the various decisions consumers make prior to making an actual purchase
  • Identify opportunities to influence consumers decisions
  • Build a tailored plan to drive consumers toward purchasing your specific brand
  • 30 Days Money Back Guarantee! If you're not fully satisfied with this course, simply ask for a refund - no questions asked!

Who is the target audience?

  • Entrepreneurs with a branded product or service to sell
  • Product managers designing a marketing plan
  • Brand managers building a business plan
  • Strategic minded individuals looking for sustained business growth
  • Not for someone looking for a one-size-fits-all answer

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Consumer Decision Dymystified

Welcome to class. Let's get started!


In this lecture, we'll dive into the first framework - the consumer decision journey. This framework will help us better understand how consumers make their purchase decisions.


In this lecture, we provide concrete example of the decision making framework that has been introduced.


In this lecture, we discuss how this framework is useful in finding barriers to purchase. Once we identify those, we'd be able to put in a plan to remove those barriers.

Section 2: Understand the Critical Must-Win Moments

In this lecture, we'll discuss the second framework - the various moments of truths. We'll learn about why this moments are vital and what it takes to win these important moments with the consumers.


In this lecture, we dive into the first moment of truth when the sales is either made or loss.


In this lecture, we dive into the second moment of truth. This post-purchase moment is particularly critical in this digital age.


In this lecture, we will dive into the zero moment of truth. In today's information age, a sale can be lost before you even had a chance to be considered. Winning the zero moment of truth has never been more critical!


In this lecture, we will dive into the Ultimate moment of truth that completes the cycle. This important moment sets you up for success for the future.

Section 3: Creating a Winning Plan
Check Your Understanding
2 questions

In this lecture, we'll revisit the consumer decision journey and start to build our plan. This lecture will provide specific guidance toward how to apply the framework toward your business.


In this wrap-up lecture, we'll look at the plan we've built and discuss how to ensure on-going success for your plan.

Class Wrap Up
Office Hours
Section 4: Bonus Materials
Study Aid: Consumer Decision Journey
1 page
Study Aid: Mapping Template
1 page

This bonus lecture is a preview of the Udemy course "Branding Basics: Build a brand strategy in 3 simple steps!". That course provides a framework on identifying your brand essence based on a deeper understanding of your consumer and product benefits. That course is a good supplement to this course by focusing on strengthening your brand in a competitive marketplace.


This bonus lecture is a preview of the Udemy course "Business Strategy: Find out your revenue potential in 15 min". That course provides a framework for how to size your potential market, so you can more accurately predict your revenue potential.

Additional Resources
1 page

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Instructor Biography

Jeannie Chan, Brand Manager / Strategy Consultant

I'm Jeannie Chan, a branding and marketing specialist based in New York City. I work full-time marketing million-dollar brands, and do pro-bono consulting and marketing for non-profit organizations. I have been a marketer for over a decade, with experience in a variety of industries. I have worked in categories ranging from pet food to electronics. My expertise and knowledge are based on my experience working with / for entrepreneurs, non-profit organizations, and Fortune 500 companies. Along the way, I picked up quite a few tricks of the trade. Now, I hope to share them with you here on Udemy.

I got my MBA concentrating in Brand Management from Washington University in St. Louis. During the day, I'm a Senior Brand Manager for a Global Fortune 500 company. In my free time, I eat my way around New York City.

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