Need Assistance? 01384 442752 (UK)


Duration (approx) 600 hours
Qualification Certificate

Why do people buy things?

  • Learn about consumer behaviour - what are the motivations behind a decision to buy (or not).
  • Understand the psychology of marketing - the power of influencing the decisions that people make.
  • Learn about the roles of advertising and PR - their roles within the marketing sphere.
  • Appreciate ethics, the do's and do nots, the impact of ethical approaches on individuals.

It's easy to enrol...

Select a payment plan:  

Select a learning method  


Learn about Consumer Behaviour  

Through an understanding of what motivates a decision to buy, together with an appreciation for the way in which modern marketing works, you will have a basis for better and more appropriate management of marketing and sales; to achieving the goals that you have set.


With this course:

  • Learn about marketing; it's different components - it's significance to a business, identifying markets, different approaches to advertising, the marketing mix and more ...
  • Understand the psychology of marketing - customers wants and needs, their motivation and influences upon them.
  • Study motivation - different theories and influences.
  • Learn about advertising - targeting and strategies, different forms of advertising. 
  • Learn about ethics - what they are and their relevance to businesses. 
  • Course Duration: Approximately 600 hours of self paced study.

The Certificate in Consumer Behaviour (Applied Psychology) comprises 6 modules as follows (click on the module titles for further information on each):


Module 1.   Marketing Foundations VBS109
Module 2.   Marketing Psychology BPS107
Module 3.   Motivation VBS111
Module 4.   Advertising and Promoting BBS202
Module 5.   Ethics BPS217
Module 6.   Sales Skills VBS108


Successful Marketing

Marketing is concerned with fulfilling customers needs. It involves every aspect of getting the product or service from the supplier to the consumer i.e. marketing includes advertising, promotions, packaging, distribution, sales and after sales services.

The consumer market for almost any product or service is dynamic and extremely competitive, year by year competition increases. Each year new competing products, services or businesses are launched
and not all of these will succeed in fact only a small percentage will become established in the market place on a long term basis. As an example the wholesaler or manufacturer is competing for space on retail shelves, this leads the retailer to restrict what they are willing to display on their shelves opting for the most profitable and popular lines. The wholesaler or manufacturer therefore needs to convince the retailer that their product deserves shelf space. The service provider and retailer must also compete with other similar businesses for a share of the market once again they need to convince their customers that they are offering the best on the market. The best way to achieve this is through a marketing strategy.

For a business or product to succeed it has to be marketed. Marketing plays an integral role in the business process and marketing strategies should be included from the outset, when an idea for a new business or product is put forward. The market for a particular service/product needs to be identified and appropriate pricing strategies determined.

To Become Successful at Marketing Know:

  • What the customer wants or needs. You may sell a customer what he or she thinks they need, but does not really need. When the customer decides they don’t really want what they bought, you may lose the chance of the customer returning to buy again.
  • How to communicate successfully with the customer. This involves knowing where and how to advertise; how to speak properly, how to read a person's mannerisms (voice and body language) etc.
  • Potential that exists for new products or services.
  • Changes likely to occur in demand for goods and services.

Defining Your Target Market

In order to develop a targeting strategy it is important to research your potential client base. Not understanding your potential market ie. who will buy your products; can lead to bad decisions, incorrect pricing, marketing strategies that don’t work and even failure of the business. Demographic segmentation is the most popular base for determining customer groups mainly because customers’ needs or wants are closely related to the demographic variables. A key demographic is identifying what motivates your customers. Living in more transparent and aware societies which with technological advancements are changing and developing more quickly than ever customers are influenced by a wider array of external factors than ever before.

By identifying consumer behaviours you gain greater insight as to how products or services should be developed, promoted and sold to customers. Individuals, small business owners and managers can use this course to help them understand how better to promote their own businesses or improve their own contribution within an oranisation.

Is this the course for you?

If you want to learn more about consumer behaviour, why people spend the way they do, how they make the decisions they do, then this is the course for you. Understanding consumer behaviour if essential for anyone who wants to encourage people to buy something or do something.  

This course provides you with detailed knowledge of consumer behaviour and how you can use that to improve your business, charity or organisation.  

Our tutors are helpful, supportive and highly experienced. If you have any questions at all about the course, they are happy to help.  Please - 




Courses can be started anytime from anywhere in the world!

Towergate Insurance welcomes Professional Liability insurance applications from ACS graduates across all disciplines. Click here for more details.

Meet some of our academics

Tracey Jones (psychology)B.Sc. (Hons) (Psychology), M.Soc.Sc (social work), DipSW (social work), PGCE (Education), PGD (Learning Disability Studies) Tracey began studying psychology in 1990. She has a wide range of experience within the psychology and social work field, particularly working with people with learning disabilities. She is also qualified as a teacher and now teaches psychology and social work related subjects. She has been a book reviewer for the British Journal of Social Work and has also written many textbooks, blogs, articles and ebooks on psychology, writing, sociology, child development and more. She has had also several short stories published.

Check out our eBooks

LearningA book to help students learn and to discover better learning techniques. There are lots of different techniques for learning. Most work well for some people, but not for others. If you understand the way in which a particular individual is most likely to learn, you can better determine the most appropriate learning techniques for them to use. This book helps you understand both the theory and the practical solutions that can help improve learning whether at home, at school, at work or at play.
Saving Your BusinessMost businesses fail; but failure is more often than not avoidable. This book shows you how to quickly get a handle on what is wrong, take action, and give a shaky business the best chance of resurgence.
Marketing PsychologyThe Marketing Psychology ebook will provide you with an understanding of the psychology behind the consumer decision making process. With 52 pages of insight into marketing psychology and consumer behaviour, this ebook help you understand consumers much more effectively. Marketing psychology is about understanding people’s purchasing behaviour and applying that understanding to the advertising, marketing and ultimately the selling of products or services.
Coping Better with Negative EmotionsThis book is designed to help you understand the things that cause stress, the problems that can arise, and the broad range of ways people might manage their stress.