In this Marketing Psychology online course you will learn to connect with your customer, find out what your customer needs because having a great 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 anyone else. Through this course you will learn to determine categories of shoppers, describe the basic concepts of Market Segmentation, determine the role of perception and personality in the marketing process, identify the factors that will motivate a consumer toward a purchase, specify how social factors influence a consumer’s behavior, discuss consumerism in the context of marketing, determine the factors that influence consumer attitude and marketing communication and persuasion and apply the concept of multi – element buying decisions.
- 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.
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Detailed Course Outline
This course is made up of a number of modules. Each of these has self assessment questions, a set task (practical homework) and an assignment which you can upload online. Select each module below to learn more.
There are 8 lessons in this module as follows:
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
- Behavioural intention
- Psychological segmentation
- Segmentation by usage
- Segmentation by benefit
- Global segmentation
- Entry into foreign markets
- Total Product concept
- Personal influences
- Diffusion of new products
Internal Influences on Perception and Personality
- The senses: vision, hearing and smell.
- Multi sensual marketing
- Thresholds of awareness
- Sensory adaptation
- 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 Freudean and Freudean theories
- Self theory
- Self image marketing
- Trait theory
- Brand personality
- Relationship segmentation
Internal Influences on Motivation and Awareness
- Behavioural approach
- Classical conditioning
- Operant conditioning
- Cognitive approach
- Memory and marketing
- Maslow’s hierarchy of needs
- Different motivations
- Antecedents of involvement
- Properties of involvement
- Outcomes of involvement
- Specific needs
- Unconscious motivation
- Creating needs
- Understanding society
- Family influences
- Family changes
- Family lifecycle
- Institutional affects
- Consumer socialisation
- Family consumer decisions
- 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
- 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
- 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.
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
Deciding to Buy
- Making a decision
- Rational decisions
- Heuristic Procedures
- The decision making process -step by step
- Trend toward home shopping
When you have completed the lessons of your Certificate course, you will be given the option of taking the optional exam. It's okay if you don't want the exam, we still issue your Careerline Certificate. For Advanced Certificates however, the exam is compulsory (per module) and are included in the course fee.
Thea Roberts B.Comm., M.A.
Liselle Turner Bachelor of Business (Marketing), Diploma in Hospitality Management, Certificate IV in Training and Assessment
Chad Osorio B. Psych. Juris Doctor
Frequently Asked Questions
Can I pay in installments?
Yes! We offer great payment plans, however full payment up front is the cheapest. You can choose the best payment plan for you from the course page, or call us on 07 55368782 to talk to one of our course consultants for a custom plan.
Can I study from anywhere in the world?
We have many international students. Careerline's range of courses are suitable for any one, anywhere in the world.
Do I get a discount if I enroll in a second course?
Yes. You may claim a 5% fee discount when you enroll in a second course, and a further 10% off a three-course package.
Do I have to sit an Exam?
No. If you are enrolled in a Certificate course (100hrs), the exam is optional. You will be issued with a certificate which proves that you are competent in all units, if you choose not to sit the exam.
Do you have set start dates?
There are no set start dates, you may start at any time. Our courses are all self-paced. As our home page says, ‘Courses for Anyone, Anywhere, Anytime’. ‘Anytime’ includes the start time of your choice. However, we do encourage our students to submit assignments on a regular basis. Wherever possible, we suggest developing a study routine.