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Duration
2 weeksWeekly study
10 hours
Applications of Consumer Psychology
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
Learning on this course
On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.
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?
Assistant Professor in Business and Organisational Psychology at Coventry University,
Dr Anne Turner - PhD, FHEA, CPsychol, BSc (Hons)
Research Interests Inc: Enclothed Cognition, remote e-workers
Learning on FutureLearn
Your learning, your rules
- Courses are split into weeks, activities, and steps to help you keep track of your learning
- Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
- Stay motivated by using the Progress page to keep track of your step completion and assessment scores
Join a global classroom
- Experience the power of social learning, and get inspired by an international network of learners
- Share ideas with your peers and course educators on every step of the course
- Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others
Map your progress
- As you work through the course, use notifications and the Progress page to guide your learning
- Whenever you’re ready, mark each step as complete, you’re in control
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