Specialist Certificate in Marketing Psychology

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Learning Outcome

1. From the course, you will first learn about psychology theories and research applicable to marketing theories and strategies
   
2. Learners will learn and apply consumer-oriented marketing
   
3. You will also determine the role of perception and personality in the marketing process.
   
4. Learners will be able to describe key concepts of market segmentation.
   
5. You will also be able to define how social factors influence consumer behavior.
   
6. Learners will be able to assess the importance of consumer psychology

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Who is this course for?

This course is designed for any applicant who is interested in the area of marketing and consumer behavior, individuals from diverse industries who wishes to learn more about applied psychology in business, existing professionals who wishes to have a structured review of this specific skills or aspiring private practitioners or any practitioners in the area of psychology, psychotherapy, counselling or coaching.

Requirements for enrollment

1. Diploma or equivalent (including English); or

2. NITEC or Higher NITEC (including English); or

3. Mature candidates (≥ 30 years old with min. 8 years work experience) or

4. Other private or foreign qualifications will be assessed on a case-by-case basis

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Topics

Topic 1: Marketing Psychology and Consumer Behavior
This topic is based on theories developed in psychology and builds a bridge to marketing. The conceptual framework of the course breaks the causes of behavior up into types of psychological responses (i.e., mental mechanisms), such as, perceiving, reasoning, feeling, learning, or remembering. These psychological responses intervene between the marketing mix (input) and the behavior of consumers, such as purchase or usage (output).

Content covered:
Consumer Behavior. Psychological Responses. Market Research. Marketing Mix

Topic 2: Consumer Decision and Cognitive Bias
In this topic learners will explore, evaluate, and understand how heuristics and biases can affect the decisions consumers make everyday.

Content covered:
The Decision-Making Process. Heuristics. Biases

Topic 3: Consumer Perception, Attention, Affect and Motivation
In this topic, learners will learn how and why consumers behave by examining how consumer use products to define themselves and how this self-concept affects people attention and perception, people motivation to buy, people memory for brands, product and advertising awareness, people brand attitudes, product judgment and choice, customer satisfaction and brand loyalty.

Content covered:
Personality and Self-Concept. Perception and Attention. Motivation. Memory. Attitude and Lifestyle. Branding

Topic 4: Influence of Personality on Marketing
In this topic, learners will explore learn how and why consumers behave by examining how consumer’s varied personality influences consumption behavior as well as how diverse marketing messages appeals to these diverse population of consumer.

Content covered:
Personality and Personality Traits. Freud’s Theory on Personality. Self and Identity. Marketing Messages

Topic 5: Consumer Values and Culture
This topic aims to analyze the rise of consumer society that reflects the saturation of the modern ideals of progress, well-being and individualism as well as the emerging values and lifestyle self-responsibility of individuals within a market.

Content covered:
Culture. Culture and Marketing. Gender and Culture. Subcultures

Topic 6: Persuasion through Social Influence
his topic explores, discusses, and evaluate how social factors such as peer effect, and socials status concern, and social prestige plays a critical role in influencing decisions that people make and perceptions that people have.

Content covered:
Group Behavior. Roles. Persuasion. Consumer Misbehavior

Topic 7: Social Media Marketing
This topic explores, discusses, and evaluate how social factors such as peer effect, This topic provides an introduction to social media marketing (SMM). It is built around a proven eight-step social media planning model provides you with a cumulative learning experience, showing you how to construct social media strategies that achieve desired marketing goals.

Content covered:
Social Media. Digital Marketing. Internet and Mobile Advertising. Social Behavior of. Consumers. Eight-Step Plan

Topic 8: Consumer Behaviour and Branding Strategy
In this topic, learners examine how a favorable brand and memorable brand experiences can influence a firm’s ability to withstand competitive pressures and thrive in dynamic market conditions. They will study brand management from the consumer perspective to highlight the importance of customer perceptions in bringing brands to life and the role of brand knowledge in building brand equity.

Content covered:
Branding. Brand Attributes. Building a Brand. Brand Strategies. Consumer Experience

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What this course is not

This course is not a substitute for postgraduate qualifications to be a professional counsellor or psychologist. You will need to reach out to your respective governing bodies to achieve that. In Singapore to be a professional counsellor or psychologist will require Masters degree and above, supervised practice of at least 600 (counsellor) hours or 1000 hours (for psychologist), and registration, licensing or chartership. Overseas, the requirements are more stringent and demanding. Please contact your local regulating bodies about this.

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Duration of course

Total course duration is 24 hours and can be completed at the learner’s own pace, be it within a day or over several months. For busy adults, pre-recorded lectures are available; as such, the course can be attempted at the learner’s personal schedules.

For questions and guidance about the course content, our LMS system allows for learners to post their questions on the LMS learning wall, and a tutor will answer those queries to clarify the learner pointers.

How is this course delivered?

This course is delivered face-to-face (in person or via virtual environment) and supplemented via our e-learning portal, and through pre-recorded lectures for ease of accessibility.

Professional Certifications

You can register to be a professional practitioner and member with:

1. International Association of Board Certified Psychology Coaches (IAOBPC).

Certification

Sample Certificate