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.
Frequently Asked Questions (FAQs)
Why Study Marketing Psychology?
Studying Marketing Psychology helps us to understand more about why people buy and what motivates consumer behaviour.
It also helps us to develop effective marketing strategies and build stronger relationships with our customers and clients.
Who Will Benefit From Studying This Course?
This course is useful to anyone involved in –
- Marketing
- Ecommerce
- Retail
- Influencing
- Basically anyone involved in selling or promoting products and services.
The course will take you through the principles behind marketing psychology and consumerism.
Who are the psychology tutors on the course?
Course written and tutored by international experts including -
- Jacinda Cole, B.Sc., M. Psych. - psychologist, author, educator, experienced working with children in hospitals
- Jade Sciacia, B. Sc.(Hons) -former playleader and teacher, author and educator for over 2 decades
- Tracey Jones M.Soc.Sc, B.Sc (Hons) PG Dip. DipSW - psychologist, author, educator, experienced in working with adults and children with learning disabilities for over 3 decades
Any Questions?
Our Psychology and Marketing Tutors are happy to help. Click here to contact us.