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 Psychology is 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.
Course Structure
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
- 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
Unit 2 – 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
Unit 3 – Internal Influences Perception and 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 Freudian and Freudian theories
- Self-theory
- Self-image marketing
- Trait theory
- Brand personality
- Relationship segmentation
Unit 4 – 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
Unit 5 – 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: subcultures, ethnicity, changes in culture
Unit 6 – 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
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
- Message execution
- Celebrity testimonials
- What words sell
Unit 8 – Deciding to Buy
- Making a decision
- Rational decisions
- Heuristic Procedures
- The decision making process -step by step
- Merchandising
- Trend toward home shopping
Study Hours
Estimated duration 50 hours
Course Delivery and Start
Start anytime, self-paced and 100% online
Assessment
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.
Testimonials
Graduation
A Certificate of Attainment and Statement of Results will be issued upon successful completion of this course.
How to Enrol
Enrol Online: Click Enrol Now (Credit Card) or Enrol Now (Internet Banking/BPAY)
Enrol via Live Chat (Business Hours)
Enrol via Telephone 1300 76 2221 (Business Hours)
Enrol via Purchase Order/Tax Invoice
Enrolling Multiple Staff?
To enrol multiple staff, please complete the Employer Enrolment Form. We’ll be in touch within 60 minutes during business hours!
Payment Options
Visa, Mastercard, BPAY and Direct Deposit.
Course FAQs
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?
To study online with Australian Online Courses you will need a computer (desktop PC/laptop) running a current/updated operating system with reliable high-speed internet access. You will need to use the Google Chrome browser to access your course.
Are there any computer requirements?
To study online with Australian Online Courses you will need a computer (desktop PC/laptop) running a current/updated operating system with reliable high-speed internet access. You will need to use the Google Chrome browser to access your course.
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.
How is this course delivered?
This course is delivered online via our easy-to-navigate Learning Management System (LMS), where you will discover interactive online learning/written content, resources and assessment.
Do I need to attend classes or undertake any work placements?
No. All courses are delivered online via our LMS 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 only 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.
Career Pathways
Future growth
Strong
Unemployment
Low
Professional Development for:-
- Marketing Managers
- Business Owners
- Sales Staff
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