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What do your customer wants and why?

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

Course Details

You can start the course at any time as it is a self-paced online course. If you are doing the course full time you can complete it in 6 weeks, if you are studying part time then it will take 3-6 months on average to complete the course. Your course will expire after 1 year.

 

Course Outline

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
 

We have payment plans avaliable

Email admin@thetrainingacademy.com.au for a detailed course brochure with course outlines for all the modules.


 


$550.00
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