In this Marketing Psychology 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 behaviour, 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.
Course Aims:
- 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.
There are 8 lessons in this course:
- 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
- Market Segmentation
- Geographic
- Demographic
- Age
- Sex
- 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
- 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 Freudean and Freudean theories
- Self theory
- Self image marketing
- Trait theory
- Brand personality
- Relationship segmentation
- 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
- 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: sub cultures, ethnicity, changes in culture
- 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.
- 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
- Merchandising
- Trend toward home shopping
Each lesson culminates in an assignment which is submitted to the school, marked by the school’s tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.