Marketing Psychology (BPS107)



Learn about how Your Customers Think

People by products and services for a wide range of reasons. It may be because they have a specific need, or they may have a desire. Sometimes they just want “To keep up with the Jones’s.” Different products may appeal to different segments of the wider market, but how do you know which segment and how you divide the potential market?

This course examines all manner of consumer behaviour from perception and individual differences such as why certain products appeal to certain groups, to what drives us to make purchases. You’ll learn about the tricks which sellers can use in advertising and promotions to tap into our psyches and how different products and brands have ‘personalities’ which we identify with.

Whether you’re a consumer or a seller, understanding how you can influence or be influenced by products and advertising is very fascinating.


What is in the Course

There are eight lessons in this module as follows:
1. People as Consumers
2. Market Segmentation
3. Internal Influences – perception & personality
4. Internal Influences – motivation and awareness
5. Social Influences – small groups and family; social class, culture, etc
6. Consumerism
7. Communication and Persuasion
8. Deciding to Buy


Extra Reading
The following books, available through this web site are relevant supplementary reading for this course

  • Marketing Psychology


There are three basic types of assessment.  Assessments are more than just a way of giving you a final result though!  For us; these assessments are opportunities to revisit things you have studied; interact with our academic staff, and look at things from another perspective. Psychologists know that true learning requires revisiting what you learn. Through these assessments, your learning is strengthened and in doing so, your ability to retain and apply your learning after study is strengthened.
By giving you different types of assessment tasks, the ways in which you encounter information is varied.  The three types of assessments are:
1.    Self-assessment tests (SAT):  These are presented during each lesson and are essentially an on-line quiz.  These provide immediate results, so you are able to identify areas that require further work.
2.    Assignments: These are undertaken at the end of each lesson and are designed to consolidate the lesson aim and the content.
3.    Optional Final Exam: Upon successful completion of all the lessons, you are able to choose to sit a final exam.  This can be sat at your convenience.  There is an additional cost for this option.  Upon successful completion of the exam, you will receive a formal transcript as proof of your results.

How Long Will You Take?

This course is flexible, allowing you to study at times that suit you.  It is designed so that most students will take about 100 hours to complete it.  What that looks like, is totally up to you.

Recognition and Ethics

This college is a member of the ACS Affiliates Network.  These are Colleges that are located in offices around the world and are affiliated with each other through ACS Distance Education.  Courses are developed with input from all the staff at these colleges, reflect internationally accepted standards and needs.

A strict “No Plagiarism” policy exists. Assignments are checked for plagiarism, and if plagiarism is detected, work will not be deemed to have been completed and will be penalised.

This college focuses on facilitating your learning and support to optimise that learning. We recognise that learning is all about improving knowledge and skills in your long term memory. While some colleges may focus on getting you to pass exams, by committing knowledge to short term memory; we understand that such an approach is not true education, and does little to improve your long term career or business prospects.


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