Marketing Psychology

The course offers a deep dive into understanding the psychological drivers behind consumer behavior and how to apply this knowledge to enhance marketing strategies. By exploring the foundations of consumer behavior, participants will gain insights into how perception, motivation, and memory influence purchasing decisions. The course will cover key psychological concepts such as attention, attitude formation, and persuasion techniques, providing practical tools for marketers to influence consumer actions effectively.


Participants will explore how social influence and word-of-mouth marketing shape consumer choices and the psychological aspects of decision-making models and choice architecture. Topics such as branding and pricing psychology will highlight how emotional and cognitive factors affect consumer perceptions and actions. The course will also delve into the impact of digital marketing and online behavior, addressing how digital platforms influence consumer engagement and decision-making.