Why do people choose to buy something? What influences their thinking to decide one way rather than another? Develop your ability to understand how an understanding of Psychology can be applied to marketing.

When you understand why people make a decision to buy, or not to buy, you have a foundation for improving the marketing of anything. This is a different but very important and valuable course for anyone involved in sales, marketing or business of any kind.

There are 8 lessons in this course:

1. People as Consumers
2. Market Segmentation
3. Internal Influences Perception & Personality
4. Internal Influences -Motivation and Awareness
5. Social Influences
6. Consumerism
7. Communication and Persuasion
8. Deciding to Buy

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

• Identify categories of shoppers.
• Describe the key concepts of Market Segmentation
• Determine the role of perception and personality in the marketing process
• Determine the factors that motivate a consumer toward a purchase.
• Define how social factors influence a consumers behaviour
• Discuss consumerism in the context of marketing.
• Determine the factors that influence consumer attitude and marketing communication and persuasion.
• Apply the concept of multi - element buying decisions.