Marketing Psychology Online Course | Consumer Behaviour, Motivation & Persuasion
-
Remote learning course | Self-paced with no deadlines | Start anytime to suit you.
- Learn about why people choose to buy something, what influences their decisions, applying psychology to marketing, consumers, customers and buyers, social influences on purchasing behaviour and marketing, consumerism, marketing and persuasion, marketing psychology theories.
- 8 lessons + 8 assignments | Written and practical exercises | Feedback and support from experienced, highly educated tutors.
- Suitable for anyone interested in marketing | Improve your business, job and career prospects | Learn new ways to market products.
Lesson Structure
There are 8 lessons in this course:
-
People as Consumers
-
Understanding the types of psychological rewards gained by a person through buying. Distinguishing between consumers, customers and buyers?
-
Market Segmentation
-
Understanding market segments and applying the concept of target marketing.
-
Internal Influences
-
Perception & Personality Consumer self image, difference threshold, trait theory of personality, etc.
-
Internal Influences
-
Motivation and Awareness Customer satisfaction, the way complaints are dealt with, stimulus generalisation and stimulus discrimination, etc
-
Social Influences
-
Family Influences, Social groups, Developmental Influences, Peer Group Influences (Work and Leisure), Social Class and Culture
-
Consumerism
-
Deceptive advertising, sensitivity to consumer needs, variation between perception and reality.
-
Communication and Persuasion
-
Message Evaluation, Selection & Execution
-
Deciding to Buy
-
Why people shop, or do not shop; surveying the market place.
WHAT IS MARKETING PSYCHOLOGY?
Marketing psychology is concerned with understanding people's purchasing behaviour and applying that understanding to the advertising, marketing and ultimately the selling of products or services.
There are many ways that an understanding of marketing psychology can be applied to entice people into buying products. Often, consumers are unaware of subtle forms of persuasion. One of the basic ways that marketing psychology has been used includes the positioning of goods in stores. For example:
- Floor designers in department stores place goods in vibrant displays so that customers have to walk past them when passing between departments.
- Food smells such as fresh bread or roast chicken in supermarkets and shopping malls immediately makes consumers feel hungry.
- Sweets and magazines are often placed near the checkout where children may pester their parents for them whilst waiting in a queue.
- Special offers are often stacked high at the end of aisles in full view.
Product placements on television are an example of how advertising can be used to alter people's perceptions about products and how they feel about them. If you see a product you are more likely to 'normalise' that product and accept it as part of everyday life. Brands can become part of social discussions and deeply entrenched within a culture.
Why is Marketing Psychology useful in the Workplace?
Anyone in sales, marketing or communications will be able to perform their job better, if they understand the psychology of marketing. Some people actually work as marketing psychologists, in academia or research organisations; such as the following:
- Determining the demographics of the target market - age, gender, ethnicity, socioeconomic status, location, and so forth.
- Researching the types of products and services which might appeal to the target market.
- Applying principles of social psychology to get information to the target market.
- Researching consumer behaviour.
- Collecting data about consumer behaviour from questionnaires, surveys, observations, group studies and experiments.
The scope of, and applications for marketing psychology in the world of commerce are far more extensive than just these examples; and applications for this knowledge are expanding all the time.
People who use marketing psychology may be involved in helping businesses and services to look at the best ways to market their products, and how to apply psychological principles to the marketing of their products. Individuals, small business owners, and others wishing to sell a product or service can also use the principles of marketing psychology to improve how they reach their intended market and make sales.
Any Questions?
