Marketing Psychology

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Marketing Psychology


Marketing Psychology

Course Code BPS107
Qualification Statement of Attainment
Payment Options Upfront & Payment Plans
Delivery Online & Correspondence
Duration 100 Hours

Marketing Psychology
 

Get inside your Customers Head.

Getting their attention is the starting point -and you need to be noticed if there is ever any chance of that happening.

Did you Know?

In retailing (at least), shoppers can be categorised into the following four groups:

1. Economic Shoppers: Most interested in prices, value, product quality & economic factors. Not so interested in treatment by staff, decor of the store, location etc.

2. Personalising Shoppers: Enjoy the interaction with sales staff, preferring to shop with sales staff they know & like.

3. Ethical Shoppers: Avoid large chain stores or companies that tend towards monopolies or deal with products which are judged unethical. Don't shop at big supermarkets because "they are putting the small man out of business" Prefer to buy food from the biodynamic shop because it hasn't been treated with chemicals... etc

4. Apathetic Shoppers: Don't like shopping, and go to the most convenient supplier.

Through an understanding of things such as this, a sales or marketing person is able to better manage their marketing effort, and conduct their work in a more efficient and appropriate way. This is just one of many aspects to this course.

There are 8 lessons in this course:

  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

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Request your free info pack today!

Finance options

If you are an Irish citizen you may be eligible to receive financial support, meaning you can defer payment of your course fees. Additionally, if you are a resident of Ireland, you may also be eligible to receive a student grant under the Student Grant Scheme

Student support

We live in a society where the pressures of daily living are high with financial expenses, personal and work commitments, and mortgage and rental obligations. Then there are the unexpected life challenges that also get thrown our way. With this in mind the thought of taking on study can be daunting for most people. Here at Learning Cloud we understand that life doesn’t run in a straight line it has many ups and downs.

As an enrolled student at Learning Cloud, you are entitled to access a variety of non-academic support services from the Student Services Unit. These supports are designed to walk beside you throughout your studies they will assist you in life’s ups and downs to provide you the best opportunity to successfully complete your chosen course.

STUDENT SERVICES PROGRAMS INCLUDE:

  • Careers Counselling Service
  • General Counselling Service
  • Disability Liaison Service
  • Retention & Engagement Service
  • Student Activities
  • Accommodation
  • E Counselling
  • Your-Tutor
  • Parent support
  • Reasonable Adjustment Plan (RAP)

Call our student support today on 041 214 0000 or Email Faculty

Get more information

Want more information about financial and student support? Fill out the enquiry form to the right and a study consultant will contact you with the details you need.

How will this course advance my career?

Learning Cloud programs have been developed in response to industry demand and are specifically designed to equip graduates with work-ready skills. Each participant will be trained and assessed in theory and in practical tasks and Real-world exercises are used throughout the program.

Studies prove, time and again, that college-educated workers earn more than those with only a high school qualification. College graduates often enjoy additional benefits, including greater job opportunities and promotions. Though the proof for greater earning potential exists, some might wonder whether the cost of the education warrants the overall expense in the long run.

College Graduate vs. Non-Graduate Earnings

The National Centre for Education Statistics (NCES) analyses employee earnings data biennially, according to education level. Findings indicate that workers with a qualification earn significantly more than those without. Since the mid-1980s, education has played a large part in potential wages, with bachelor's degree holders taking home an average of 66% more than those with only a high school diploma do. While college-educated workers' wages have increased over the past two decades, those with only a high school education have seen decreases in annual salaries in the same time period (nces.ed.gov).

How else will I benefit from studying with Learning Cloud?

  • Studying online or distance means you can study where you want and at your own pace.
  • Receive career-focused training with practical, hands-on learning.
  • All course materials are provided and all digital platforms are interactive, work on any device and designed to be fun.
  • Recognition of Prior Learning or Skills Recognition may be available for previous work experience, formal training or qualifications in this field.

THANK YOU