Online course

Applications of Consumer Psychology

Explore the concept of the marketing mix and learn how to develop marketing research.

Applications of Consumer Psychology

  • Duration 2 weeks
  • Weekly study 10 hours

Understand the relationship between consumer psychology and marketing

Marketers need to develop practical marketing programmes with consumers in mind, whether it be for launching new products/services, expanding existing markets or raising the profile of brands.

Before changing something such as a brand, development of a new product/service or changing a new product/service, it is important to have good information about it ie conduct marketing research.

This course will explore basic marketing concepts such as market segmentation and the marketing mix. It will also introduce you to market research.

What topics will you cover?

  • Consumer behaviour
  • Consumer segmentation
  • Marketing mix
  • Market research

What will you achieve?

By the end of the course, you'll be able to...

  • Demonstrate how the price goes beyond purchase cost
  • Explain the motivators for shopping behaviour
  • Explain the weak and strong theories of advertising
  • Describe the advantages of radio, cinema and ambient advertising
  • Describe the importance of getting service levels right
  • Explain market research and marketing research
  • Discuss the importance of ethics in marketing research

Who is the course for?

This course is for people seeking a better understanding of the relationship between consumer psychology, consumer behaviour and marketing.

Please note that the staff described in the ‘Who will you learn with?’ section below may be subject to change.

Who will you learn with?

Andre Soares

Andre Soares

Andre Soares PhD, MSc, BSc, FHEA, CPsychol – Assistant Professor in Business and Organisational Psychology and course director for MSc Business and Organisational Psychology at Coventry University

Who developed the course?

Coventry secured gold in the UK Government’s 2017 Teaching Excellence Framework (TEF) and is University of the Year for Student Experience in The Times & The Sunday Times Good University Guide 2019.