Marketing psychology involves the application of psychological principles to marketing strategy. The ability to understand consumer behaviour and predict purchase decisions is a powerful marketing tool. This course is ideal for marketing professionals, retailers, managers and business owners.
The Certificate of Marketing Psychologyis an online program that explores the psychology behind consumer decision-making and how it applies to advertising, marketing and sales.
In this professional development course, you will learn about target markets and market segmentation, as well as the internal influences that drive consumer behaviour such as perception, personality, motivation and awareness.
You will also learn about the practical application of marketing psychology to create, evaluate and select marketing communication and advertising collateral that leads to successful campaigns.
On completion of this course, you will have a comprehensive understanding of the principles of marketing psychology to further your career in business or marketing.
Unit - Marketing Psychology
Unit 1 – People as consumers
Scope and nature of marketing
Reasons for marketing
Types of customers: loyal, discount, needs based, wandering, impulse
Unit 3 – Internal influences perception and personality
The senses: vision, hearing and smell.
Multi sensual marketing
Thresholds of awareness
The Phi phenomenon
Product image and self image
Personality theory and application to marketing
The Rorschach Ink Blot Test
Non Freudian and Freudian theories
Unit 4 – Internal influences – motivation and awareness
Memory and marketing
Maslow’s hierarchy of needs
Antecedents of involvement
Properties of involvement
Outcomes of involvement
Unit 5 – Social influences
Family life cycle
Family consumer decisions
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: subcultures, ethnicity, changes in culture
Unit 6 – Consumerism
Why study the consumer
What is a consumer
History of consumerism
Changes in consumer experience
The market place
False and deceptive advertising
Methods of false advertising misrepresentation, insufficient details, price based methods etc
Unit 7 – 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
What words sell
Unit 8 – Deciding to buy
Making a decision
The decision making process -step by step
Trend toward home shopping
Estimated duration 50 hours
Course Delivery and Start
Start anytime, self-paced and 100% online
Assessment will be comprised of written exercises, including short-answer questions, reflective tasks, short reports and/or projects. There are no examinations or due dates for assessment. As a result, you can complete training in your own time and at your own pace with the assistance of unlimited tutor support.
Why Choose Australian Online Courses?
Professional development that is widely recognised and respected;
Improve your employment opportunities;
Study online, anywhere via our elearning system;
High-quality professional development programs written by industry experts;
All course materials provided online – no textbooks to buy;
Unlimited tutor support via email;
We offer twelve (12) months’ access, with extensions available upon application (fees apply);
Course may be tax deductible; see your tax advisor.
Are there any entry requirements or pre-requisites?
There are no entry requirements or pre-requisites for entry into this program.
How long will it take to complete this course?
The approximate study hours for this course is 50 hours. We offer twelve (12) months’ access, with extensions available upon application (fees apply).
Can I purchase optional printed materials?
While printed materials are not available for purchase, PDF copies are available for download and self-printing for this program.
When can I start this course?
You can start within 60 minutes during business hours when you enrol and pay in full with a credit card!
Credit card: Within 60 mins during business hours.
BPAY: Within 1-2 working days.
Internet Banking: Within 1-2 working days.
Cheque/Money Order: Upon receipt of mailed cheque.
Will I receive a certificate upon completion of this course?
Yes! You will receive a Certificate of Attainment upon successful completion of your assessment.
Do I need to attend classes or undertake any work placements?
No. All courses are delivered online via our e-learning system and there are no work placement requirements in this course.
What support can I expect from Australian Online Courses?
Unlimited tutor support is available throughout your studies via email during business hours Monday to Friday. Our Administrative team are available Monday to Friday via email, live chat and telephone.
I am an international student. Can I enrol into this course?
Yes! We accept enrolments from individuals both within Australia and internationally; location is no barrier to entry into our programs.