MARKETING PSYCHOLOGY– Distance Learning Course

By: ACS Distance Education  08/08/2013
Keywords: Distance learning, correspondence courses, distance education

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, apathetic 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 Freudian and Freudian 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 hierachy of needs • Different motivations • Inertia • Involvement • Antecedents 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 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: sub cultures, ethnicity, changes in culture 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. 7. Communication and Persuasion • Attitudes and the concept of attitude • 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 -step by step • Merchandising • Trend toward home shopping Find out more at http://www.acsedu.co.uk/Courses/Business-and-Management/MARKETING-PSYCHOLOGY-BPS107-399.aspx Or email us at [email protected] for more information

Keywords: correspondence courses, distance education, Distance learning, Study Courses

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