Marketing Psychology

Course CodeBPS107
Fee CodeS2
Duration (approx)100 hours
QualificationStatement of Attainment

Learn how Customers behave and what causes them to buy

The world is made up of all sorts of people, and there are many different reasons why people buy one product than another. Sometimes it is due to differences between your product and that of your competitors. Often though it is more about perceptions than reality.

Having a good product or service doesn't necessarily result in success. You must also be able to connect with the right customers; and convince them to deal with you rather than someone else.  This course helps you understand how to do just that.

So, if you're looking for a course which will:

  • Help you to understand how to target customers
  • Give you guidance on how customers make decisions
  • Support you in influencing buying decisions
  • Explore the buying process for consumers
  • And much, much more!

Then this is the course for you! It has been designed for:

  • Business owners
  • Managers 
  • Supervisors 
  • Anyone working in business looking to improve their approach to marketing

Enrol now, and see what you can discover about your customers and how they purchase.

Lesson Structure

There are 8 lessons in this course:

  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
  2. Market Segmentation
    • Geographic
    • Demographic
    • Age
    • Sex
    • Socio-economic
    • Geodemographic
    • Psychological segmentation
    • Segmentation by usage
    • Segmentation by benefit
    • Global segmentation
    • Entry into foreign markets
    • Total Product concept
    • Personal influences
    • Diffusion of new products
  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
  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
  5. Social Influences
    • Understanding society
    • Family influences
    • Family changes
    • Family lifecycle
    • 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: sub cultures, ethnicity, changes in culture
  6. Consumerism
    • Why study the consumer
    • What is a consumer
    • History of consumerism
    • Changes in consumer experience
    • The supplier
    • Business ethics
    • International ethics
    • The market place
    • Consumer action
    • False and deceptive advertising
    • Methods of false advertising misrepresentation, insufficient details, price based methods etc.
  7. Communication and Persuasion
    • Attitudes and the concept of attitude
    • How attitudes are changed
    • Practical applications for marketing
    • Message evaluation and selection
    • Message execution
    • Celebrity testimonials
    • What words sell
  8. Deciding to Buy
    • Making a decision
    • Rational decisions
    • Heuristic Procedures
    • The decision making process -step by step
    • Merchandising
    • Trend toward home shopping


  • Identify 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 consumers 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.

How to Use a Blog for Marketing

Some thoughts from our tutors

What is a Blog?
A “Web Log”, commonly abbreviated and known as “blog”, is a term that represents a personal online diary or journal written by one or more people. Blogs are one of the various internet marketing strategies used by individuals and businesses to promote their business online.  Blogging generally requires a great deal of care and dedication from the people maintaining the blogs.

Blogging is considered to be a very effective internet marketing strategy, although it can prove to be considerably time consuming. It is considered by many people as a simple way to share opinions or ideas or to sell one or more products online.

You have probably seen professional bloggers online.  Today, some specialists are able to earn a living just writing blogs. They make their money (and they can make a lot of money) by selling advertising on their blogs. You even get high earning bloggers who write blogs about writing blogs!!

The main advantage of using web blogs as an internet marketing strategy is that it’s free and doesn’t cost anything to start up. There are a couple of platforms available to choose from in order to start a blog, or some IT savvy people might choose to setup their own blog, but it is possible in either case to choose a layout from the many available free templates, or to customize your own.

If you do an internet search, you will find that there are quite a few platforms to set up your own blog quickly and easily.  These are often free.

Also, many websites now have the option of adding blogs to their sites, which can also be useful.

So we have talked about what a blog is, but we have not really explained what a blog can be.  A blog is basically someone’s online journal, but blogs have evolved somewhat since blogging originally started. So what can a blog be? Well, how long is a piece of string?  A blog can be:
  • What is was originally intended to be – an online diary or journal about someone’s life, sharing their thoughts, feelings and stories about things that happen to them.  This type of blog can still be used to sell products. Authors might write a blog about their writing, events in their life and use it to sell their books.  Some authors have actually sold their blogs and they have been published as books, so many authors make use of blogs.
  • It can be a place to share factual information, for example, some bloggers write about world events or new products or how to prune a tree. The blogger may share factual information about something, and link that to a product. For example, they may write about how to prune a rose bush. Then add an advert or link for the reader to buy a new brand of pruning shears or a new rose bush.
  • They may also write a blog to share information about special offers on their products, new products they are offering and so on. To keep their customers informed.

There are many many different forms of blogs out there now. All have their own purpose and many are used as a way to sell products or direct online traffic to a website where goods are for sale. However, there are also people who write blogs just for fun or because they want to inform people about things, not necessarily to drive business.

So how does blogging really work and how can it be used as an efficient internet marketing strategy?
As mentioned above, a blog is the sharing of ideas and the opportunity for a business owner to liaise and network with other people who share the same passions, beliefs and interests as them. For this reason, the business owner should be smart in targeting like-minded people, and making sure they maintain a focus on only a few ideas to make sure they attract people in their target market. The first step is to make sure people know that the business exists, and keep posting valid information about that business, such as photos, videos, articles, or any other form of advertising to let people know more about the business. The good thing about blogging is that anyone can do it, it doesn’t require any technical knowledge and the person doesn’t need to have an IT background to start a new blog or maintain an existing blog, and it can be incorporated into the person’s daily schedule of tasks with some people even choosing to blog while they’re on the road!


There are lots of reasons why you should sign up to do this course with us, including:

  • The course is detailed to ensure that you have the level of knowledge required to apply the practices in the work place helping you to target customers more successfully 
  • Within each lesson you have the opportunity to apply your learning to activities which enables you to practice different concepts and expand your own research in areas of interest
  • Knowledge of these key marketing areas will enable you to stand out from other applicants when it comes to applying for jobs, it will also give you greater confidence
  • Having the knowledge of the psychology behind consumer purchasing will enable you to work in many different sectors and business types, giving you flexibility now and in the future
  • Our subject specialist tutors will be there to support you throughout your course, they are only too happy to share their industry knowledge and experience with you
  • When studying with us you set your own deadlines, meaning you study at your own pace enabling it to fit around other commitments


You can enrol on the course now, but if you have any questions about the content of the course or studying with ACS, then please get in touch with us today - use our FREE COURSE COUNSELLING SERVICE to get in touch with our expert tutors. They will be pleased to help you!

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