Online Marketing Psychology Course

• Learn why people choose to buy something?
• What influences their thinking to decide one way rather than another?
• Develop your ability to understand how an understanding of Psychology can be applied to marketing.
• Work in Marketing, Sales, Advertising; or improve your own business success

Course Structure

There are eight lessons in this module as follows:

1. People as Consumers
   • Scope and nature of marketing
   • Reasons for marketing
   • Types of customers: loyal, discount, needs based, wandering, impulse
   • Economic, economic, personal, apethetic 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 Freudean and Freudean 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 heirachy of needs
   • Different motivations
   • Inertia
   • Involvement
   • Antecendents 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 aqnd 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 consumere
   • 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 towaHow attitudes form
   • 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 -steb by step
   • Merchandising
   • Trend toward home shopping

Aims

• Identify different 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.

Duration:   100 hours

Some Sample Course Notes

Memory and Marketing

There are a number of techniques that have relevance with regard to memory and product advertising.

 

*Repetition

TV commercials usually last 30 seconds or more and normally involve repetition of the brand name. This is just enough time for the product to enter long-term memory.

This method is not foolproof. Only those consumers who are already motivated will remember the product. Also, information is lost with each repetition. Finally, it may be a futile form of advertising when there is a lot of competition within the same field.

 

*Visuals

It would seem that brand names are more readily learned if they have a memorable image to accompany them.

 

*Self-reference

It has been found that reference to the self and to people’s own lives also increases the likelihood of them remembering products

 

*Mnemonics

This refers to techniques used to remember information by forming associations, creating rhymes, and simplifying information. We can make things easier to learn by dividing them into smaller groups or lists and so on.

 

All of these techniques provide us with ‘meaningfulness’. That is, we can make information easier to learn by using patterns, keys, associations and so on. We organise our memories into ‘schemas’. It is these schemas that marketers wish to exploit.

 

Modelling

This is a form of learning that both behaviourists and cognitive psychologists acknowledge. This is where people observe the behaviours of others and use it as the model for their own behaviour.

This type of modelling has been used extensively in commercials.