Course description

This is Course 1 in the two course sequence on Why People Buy. This course explores the internal life of the customer -- that means we'll focus on issues that influence how consumers learn about and choose brands on an individual level.

There are seven modules that cover how your customers make sense of the marketing world (and how you can cut through the clutter) how they learn about and remember your brand, why some brands engage them more than do others, and how people form attitudes toward brands, change those attitudes (with your help), and then eventually select one brand over competitors.

The first video provides a more detailed Introduction to Course 1.

Join us!

MIchael R. Solomon, Ph.D.

MIchael R. Solomon, Ph.D.

Professor of Marketing and Consumer Behavior Expert

We buy what we are and we are what we buy.

Michael “wrote the book” on understanding consumers. Literally. Hundreds of thousands of business students have learned about Marketing from his books including Consumer Behavior: Buying, Having, and Being -- the most widely used book on the subject in the world.

Much in demand as a keynote speaker, Michael often is asked to provide briefings to global executive teams who want significant increases in their bottom line and who understand that’s accomplished by a deeper connection with their customers.

Michael’s mantra: We don’t buy products because of what they do. We buy them because of what they mean. He advises global clients in leading industries such as apparel and footwear (Calvin Klein, Levi Strauss, Under Armour, Timberland), financial services and e-commerce (eBay, Progressive), CPG (Procter & Gamble, Campbell’s), retailing (H&M), sports (CrossFit, Philadelphia Eagles), manufacturing (DuPont, PP&G) and transportation (BMW, United Airlines) on marketing strategies to make them more consumer-centric. He regularly appears on television shows including The Today Show, Good Morning America and CNN to comment on consumer issues, and he is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time.

As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s University in Philadelphia) and an industry consultant, Michael combines cutting-edge academic theory with actionable real-world strategies. He helps managers get inside the heads of their customers so they can anticipate and satisfy their deepest and most pressing needs – today and tomorrow. An executive at Subaru said it best: “The man is a scholar who is current and street-wise.”

Course Includes

45 Videos

6 Quizzes


6.0 hrs

Course Curriculum

An Introduction to Course 1: The Internal Life of the Customer