Diploma in Consumer Psychology

Why do consumers behave the way they do?

12 weeks, part-time, one evening per week, 6.30-9.30pm
Start Date:
17th September 2019
Reference Code:

This exciting course, crossing psychology and marketing is starting in September 2019. Apply now!

Apply now to reserve your place!

Why Consumer Psychology?

The Diploma provides you with insights and analysis of the key individual and group orientated factors that drive consumer consumption, addressing the question of why consumer behave as they do.  You will dissect, analyse and debate theoretical perspectives and apply them to real world contemporary examples. The Diploma specifically aims to integrate the main changes in consumption in recent times and ties together emerging trends in buyer behaviour and marketing with existing traditional perspectives. Classes are designed to be interactive with a strong emphasis placed on application.

Course Overview

On successful completion of this Diploma the learner will be able to:

1.       Analyse key consumption theories and models, with their informal and academic perspectives.

2.       Apply consumer behaviour theory to real-life cases, drawing out the underlying psychology themes at play.

3.       Evaluate various buyer behaviour perspectives within the context of marketing and the wider field of society.

4.       Describe the current trends in online consumer behaviour and activities, and their implications for society.   

5.       Evaluate individual consumer identity and wider group identity from a social psychology perspective.

Course Content

Consumers in the marketplace: An introduction to consumer behavior, a consumer society, shopping, buying and evaluating. Internal Influences on consumption, external Influences on consumption, key psychological drivers of buyer behaviour.

Sensory Marketing and Buyer Behaviour: The Five Senses, The Perceptual Process, Semiotics, Signs and Symbols.

The Role of Group Behaviour: Reference Groups Opinion Leaders, word of mouth and word of mouse and social proof.

Motivation: theories of motivation, application to buyer behaviour, the role of emotion in consumption.

Contemporary Consumer: Lifestyles, traditional consumer segmentation, lifestyle segmentation global consumer values.

Consumer Learning Processes: Classical conditioning principles, reward and punishment in contemporary buyer behaviour, the role of memory.

Consumer Perception: Product and commercials design, subliminal advertising, to understand how marketers use symbols to create meaning.

The Changing Consumer: Trend analysis, “The Wisdom of the Crowd”, crowdsourcing, online collaboration, mobile consumer behaviour.

Sustainability: Sustainable marketing and consumption, Green Marketing and its influence on the consumers buying decisions.


The programme is assessed entirely by coursework.  There is no formal exam.

Why IBAT College?

Career Potential
Maximise your career potential as you remain working while obtaining a professionally relevant, career enhancing, qualification at the same time.

Excellent Lecturing Staff
Learn from friendly and highly qualified academic staff, with industry experience, in small class-sizes, and guest lecturers who are experts in their fields.

Student Experience
Being part of a culturally diverse student nationality mix at IBAT College Dublin, with learners from over 30 different countries, gives you the opportunity to learn culturally different working methods first-hand, and the fundamentals to succeed in a globally connected network once you graduate.

City Centre Location
With our campus located in Dublin city centre, in Temple Bar, you are close to all major transport hubs making it easy to attend classes in between work and home.

Programme Material
Printed course notes are supplied for the first lecture. All subsequent notes are then available to download/view/print through the student virtual learning (Moodle) platform.

Career Opportunities

If you would like to pursue further studies, you can take other IBAT psychology Diplomas – The Diploma in Psychology, The Diploma in Sales & Marketing.  You can also explore a career in psychology, specifically consumer psychology. 

Entry Requirements

While it is helpful to have completed the Diploma in Psychology (or equivalent) or have marketing experience, these are not an absolute requirement. You should have a strong interest in people and humankind as consumers.

How to Apply

Don’t miss out because you’re unsure.

You can contact or apply to us directly using the the "Contact Us" or "Apply Online" options below, this will reserve your place and also give us the key details to start your application, a member of our admissions team will then contact you with further details, or alternatively you can simply "Ask us a Question" using the form below.

You can also "Book a One-to-One" with one of our course specialists who will provide you with additional guidance on your application, you can set up a meeting by:

  • Calling us at:  +353 1 8075 055 
  • Email us at:  This email address is being protected from spambots. You need JavaScript enabled to view it.   

We also have flexible payment plans, please contact us to discuss your options or visit the college anytime and our course specialists will be more than willing to discuss any queries you may have.

We look forward to meeting you.

Apply now to reserve your place.

Contact us and one of our course specialists will be able to speak to you one-on-one about your needs by phone, email or in person.

Question? Ask us.

Discuss your needs with one of our course specialists.

Student Benefits

Discover the additional support services and facilities we have to help you thrive; from IT Labs, a Career Service, Networking Evenings and more..

Part-time Courses

IBAT offer a range of part time courses in the areas of Business, Management, Marketing, Finance and ICT.

Take the first step

Contact us and one of our course specialists will be able to speak to you one-on-one about your needs by phone, email or in person.