What Will You Learn Studying The Marketing Psychology Course?
COURSE STRUCTURE AND CONTENT
There are eight lessons in the course which cover -
Lesson 1. People as Consumers
- Scope and nature of marketing
- Reasons for marketing
- Types of customers: loyal, discount, needs based, wandering, impulse
- Economic, economic, personal, apathetic shoppers
- Understanding reward options: rational, sensory, social, ego satisfaction
- Influence on customers
- Physical factors
- Consumer problems
- Attitudes
- Beliefs
- Affects
- Behavioural intention
Lesson 2. Market Segmentation
- Geographic
- Demographic
- Age
- Sex
- Gender
- Socio-economic
- Geo-demographic
- Psychological segmentation
- Segmentation by usage
- Segmentation by benefit
- Global segmentation
- Entry into foreign markets
- Total Product concept
- Personal influences
- Diffusion of new products
Lesson 3. Internal Influences Perception & Personality
- The senses: vision, hearing and smell.
- Multi sensual marketing
- Thresholds of awareness
- Sensory adaptation
- Attention
- Selective perception
- Perceptual distortion
- Perceptual cues
- Gestalt psychology
- The Phi phenomenon
- Subliminal perception
- Product image and self-image
- Personality theory and application to marketing
- The MMPI
- The TATT
- The Rorschach Ink Blot Test
- Non-Freudian and Freudian theories
- Self-theory
- Self-image marketing
- Trait theory
- Brand personality
- Relationship segmentation
Lesson 4. Internal Influences - Motivation and Awareness
- Learning
- Behavioural Approach
- Classical conditioning
- Operant conditioning
- Cognitive approach
- Memory and marketing
- Modelling
- Motivation
- Maslow's hierarchy of needs
- Different motivations
- Inertia
- Involvement
- Antecedents of involvement
- Properties of involvement
- Outcomes of involvement
- Specific needs
- Unconscious motivation
- Creating needs
- Semiotics
Lesson 5. Social Influences
- Understanding society
- Family influences
- Family changes
- Family life cycle
- Households
- Socialisation
- Institutional affects
- Consumer socialisation
- Family consumer decisions
- Roles
- Conflict resolution
- Changing roles
- Social and developmental influences
- Influences on children
- Marketing and advertising
- Small groups, Formal and informal groups
- Membership and reference groups
- Reference groups and consumer behaviour
- Variability of products
- Differences in consumer susceptibility
- Influence of social class
- Inheritance
- Measuring class, class categories and changing class
- Marketing and Consumer behaviour
- Cultural influences, communication, ideals and actualities
- Differences in culture: subcultures, ethnicity, changes in culture
Lesson 6. Consumerism
- Why study the consumer
- What is a consumer
- History of consumerism
- Changes in consumer experience
- The supplier
- Business ethics
- International ethics
- The marketplace
- Consumer action
- False and deceptive advertising
- Methods of false advertising misrepresentation, insufficient details, price-based methods etc.
Lesson 7. Communication and Persuasion
- Attitudes and the concept of attitude to how attitudes form
- How attitudes are changed
- Practical applications for marketing
- Message evaluation and selection
- Message execution
- Celebrity testimonials
- What words sell
Lesson 8. Deciding to Buy
- Making a decision
- Rational decisions
- Heuristic Procedures
- The decision-making process - step by step
- Merchandising
- Trend toward home shopping
AIMS
- Identify different categories of shoppers.
- Describe the key concepts of Market Segmentation
- Determine the role of perception and personality in the marketing process
- Determine the factors that motivate a consumer toward a purchase
- Define how social factors influence a consumer’s behaviour
- Discuss consumerism in the context of marketing.
- Determine the factors that influence consumer attitude and marketing communication and persuasion.
- Apply the concept of multi – element buying decisions.
Would you like to
- Learn how to use the principles of psychology in marketing?
- Improve your marketing knowledge and skills?
- Sell better?
If so, why not enrol today and get started?
Or - Request a Prospectus.
Or - Contact our Psychology Tutors With Any Questions.
Our Marketing Psychology tutors are happy to help.