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Consumer Behaviour

Course CodeSGB2
Fee CodeSG
Duration (approx)20 hours
QualificationCertificate of Completion
  • Learn about how marketing psychology is applied to encourage people to buy products.
  • Understand how companies learn about their customers and then target product promotions accordingly.
  • Learn about the principles of perception - emotional response, colour.
  • Learn about where goods are sold and why.
  • Understand the ethics of marketing and promoting goods.

 


Course Structure

LESSON 1  WHAT IS MARKETING PSYCHOLOGY?

  • An Overview.
  • Roles in Marketing Psychology.
  • Qualifications and Jobs.
  • Applications of Marketing Psychology.
  • Myths About Marketing Psychology.
  • Future Directions.
  • Review What You Have Been Learning.

LESSON 2  WHO WE SELL TO - UNDERSTANDING THE CONSUMER

  • Principles of Marketing Psychology.
  • The Buying Process.
  • Target Market.
  • Geographic.
  • Demographics.
  • Psychographics.
  • Other Influences on Consumers.
  • What We Sell.
  • Review What You Have Been Learning.

LESSON 3 PSYCHOLOGY OF CONSUMER BEHAVIOUR

  • Introduction.
  • Gestalt Principles of Perception.
  • The Iceberg Principle.
  • The Dynamic Principle.
  • Emotions and Buying Behaviour Response.
  • The Meaning of Colours.
  • Review What You Have Been Learning.

LESSON 4  MARKET RESEARCH TECHNIQUES

  • Introduction.
  • Gathering Data.
  • Testing Products.
  • Testing Advertisements.
  • Market Segmentation.
  • Review What You Have Been Learning.

LESSON 5  WHERE WE SELL

  • Shops.
  • How People Purchase Stock Items.
  • Online.
  • Tips on Where to Sell.
  • Review What You Have Been Learning.

LESSON 6  ADVERTISING AND MARKETING – HOW WE SELL

  • Ethics of Advertising and Marketing.
  • Review What You Have Been Learning.

FINAL ASSESSMENT





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