Well anyone who would like to work within business psychology helping businesses to improve their productivity and operations. Or you might own your own business or want to own your own business and want to learn more about how to run a successful business using the principles and theories of psychology.
Note that each module in the Qualification - Certificate in Business Psychology is a short course in its own right, and may be studied separately.
There are 8 lessons in this course:
- Nature and Scope of Business Coaching
- Nature of Business Coaching, Life Coaching and Sports Coaching
- Why People Use Business Coaches
- Case Studies
- Business Failure or Success
- The Initial Consultation
- Cognitive Behaviour Therapy
- Goal Centred Approach
- Reality based approach
- Motivational Approach
- First Contact
- SWOT Analysis
- Replace Negative with Positive Habits
- Monitor and Evaluate Progress
- Case Studies
- Considering Alternative Actions
- Developing a Business Plan
- Feasibility Studies
- Formal Documentation
- Operational Management
- Strategic Planning
- Operational Planning
- Components of a Business Plan
- Implementing Ideas
- Changing Behaviour
- Looking after long term Viability
- Partial Sell Offs
- R & D
- Changing Products and Services
- Buying a New Business
- Selling or Winding Down
- Case Studies
- Improving Productivity
- Quality Circles
- Cause and Effect Diagrams
- Pareto Analysis
- Internal and Intrinsic Incentives
- Incentives External to Working Environment
- Social Reinforcers as Incentives
- Tangible Rewards
- Case Studies
- Introduction to Marketing
- Marketing Strategy
- Starting out in Business
- Making Contact
- Controlling Growth
- Improving Results
- Building Better Staff
- Staff recruitment
- Team building and Team Management
- Staff development and Training
- Improving Resource Management
- BRM (Business Resource Management)
- Stress Management
- Case Studies
- Putting it all into Practice
- PBL Based Project
- Significance of knowledge of interviewing and assessment
- Incentives and motivational strategies
- Productivity and marketing strategies
- Theoretical information to derive sensible solutions
- Initial business coaching assessment for a specified business
- Actions for improving and sustaining the level of performance
Find out more about business psychology with this flexible certificate.
Enrol now to learn more about how we can use psychology in the business world!
Put yourself ahead of your competitors in the business and work world!
Find Your Place in the Business World
Everyone who works in the world of business needs to recognise the scope and nature of business; and find a niche that is appropriate to their ambitions, skills, resources and personality.
You can't do everything -and if you try, you are likely to succeed at nothing!
John Mason Principal ACS Distance Education, 2014
The world of business is broken down into segments.
Marketing psychology talks about "market segmentation" as splitting the potential market up into specific target groups.
Not everyone is going to buy a product and so there is little sense targeting all your products to the entire market. Once a profile of potential customers has been reached through other forms of market research, the market can be segregated in order to isolate groups of people who the product may appeal to. These groups, or segments, can be targeted with messages that appeal to them directly.
Marketers can target their market segment and send personalised communications. This is known as a 'segment of one' and is a return to the producer-consumer relations that existed prior to mass production. Segmentation is the cornerstone of marketing. A distribution strategy considers where the target market is most likely to buy a product, whilst a promotional strategy considers the target market’s media habits. Promotional strategies should also take into account what messages would be most persuasive.
Segmentation is important because with a large market it can be tempting to try to be “all things to all people”. However, businesses that adopt this approach run the risk of losing their uniqueness and appeal. As we have already seen, different people have different needs and wants, and these are constantly changing.
When segmenting the market, members within a particular segment should be as similar as possible to each other on a specific characteristic. For example, the members of a segment may all value low cost over quality. In addition, each segment should be as different as possible to other segments. When segmentation is successfully done like this, the members of a specific segment will respond in similar ways to different treatments – high service, discounted prices, quality materials, and so on. In this way, campaigns can be aimed at members of a particular segment and these campaigns need to be specific to get a unique response behaviour.
Several conditions have to be met if segmentation is to work:
- Identity - the segment should be easily distinguishable from other segments, and easily identifiable.
- Access - the segment should be easily accessible.
- Size - the segment should be large enough with enough purchasing power to warrant production and marketing.
There are a number of ways in which a market can be segmented, for example: on the basis of: geographic (location), demographic (age, gender, ethnicity, etc.), and geo-demographic variables. Larger scale segmentations may be on the basis of countries. Markets can also be segmented according to psychographic factors such as how often they purchase a product (brand loyalty is included here), lifestyle, and interests.
Maslow's hierarchy of needs (theory) can be useful when segmenting the market because advertising campaigns can be directed at particular needs levels. There will always be shared needs from different segments.