The Specialist Certificate in Marketing Psychology course is our professional training program to equip you with the necessary knowledge and skills to apply marketing strategies and consumer behavioral approaches in real world application.
This course provides students with a foundation in advanced psychology focused on business applications such as consumer decision-making, marketing, persuasion, attitudes, consumer personality, branding and branding strategies, and consumer behavior.
- From the course, you will first learn about psychology theories and research applicable to marketing theories and strategies
- Learners will learn and apply consumer-oriented marketing
- You will also determine the role of perception and personality in the marketing process.
- Learners will be able to describe key concepts of market segmentation.
- You will also be able to define how social factors influence consumer behavior.
- Learners will be able to assess the importance of consumer psychology
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
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).
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.
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.
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.
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.
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.
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.
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.
Branding. Brand Attributes. Building a Brand. Brand Strategies. Consumer Experience
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.
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.
Course Fee: $688 (U.P. $1038)
Registration Fee: $100
Material Fee: Free of charge
PSYREC Academy is an accredited consultancy, training, e-learning, and certification provider for the practice of clinical psychology, business psychology, and behavioral economics.
Get in Touch
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