Specialist Certificate in Marketing Psychology

This topic is based on theories developed in psychology and builds a bridge to marketing. The conceptual framework of the course breaks the causes of behavior up into types of psychological responses (i.e., mental mechanisms), such as, perceiving, reasoning, feeling, learning, or remembering. These psychological responses intervene between the marketing mix (input) and the behavior of consumers, such as purchase or usage (output).

Content covered:

1. Consumer Behavior

2. Psychological Responses

3. Market Research

4. Marketing Mix

In this topic learners will explore, evaluate, and understand how heuristics and biases can affect the decisions consumers make everyday.

Content covered:

1. The Decision-Making Process

2. Heuristics

3. Biases

In this topic, learners will learn how and why consumers behave by examining how consumer use products to define themselves and how this self-concept affects people attention and perception, people motivation to buy, people memory for brands, product and advertising awareness, people brand attitudes, product judgment and choice, customer satisfaction and brand loyalty.

Content covered:

1. Personality and Self-Concept

2. Perception and Attention

3. Motivation

4. Memory

5. Attitude and Lifestyle

6. Branding

In this topic, learners will explore learn how and why consumers behave by examining how consumer’s varied personality influences consumption behavior as well as how diverse marketing messages appeals to these diverse population of consumer.

Content covered:

1. Personality and Personality Traits

2. Freud’s Theory on Personality

3. Self and Identity

4. Marketing Messages

This topic aims to analyze the rise of consumer society that reflects the saturation of the modern ideals of progress, well-being and individualism as well as the emerging values and lifestyle self-responsibility of individuals within a market.

Content covered:

1. Culture

2. Culture and Marketing

3. Gender and Culture

4. Subcultures

This topic explores, discusses, and evaluate how social factors such as peer effect, and socials status concern, and social prestige plays a critical role in influencing decisions that people make and perceptions that people have.

Content covered:

1. Group Behavior

2. Roles

3. Persuasion

4. Consumer Misbehavior

This topic provides an introduction to social media marketing (SMM). It is built around a proven eight-step social media planning model provides you with a cumulative learning experience, showing you how to construct social media strategies that achieve desired marketing goals.

Content covered:

1. Social Media

2. Digital Marketing

3. Internet and Mobile Advertising

4. Social Behavior of Consumers

5. Eight-Step Plan

In this topic, learners examine how a favorable brand and memorable brand experiences can influence a firm’s ability to withstand competitive pressures and thrive in dynamic market conditions. They will study brand management from the consumer perspective to highlight the importance of customer perceptions in bringing brands to life and the role of brand knowledge in building brand equity.

Content covered:

1. Branding

2. Brand Attributes

3. Building a Brand

4. Brand Strategies

5. Consumer Experience