- Why Consumer Psychology?
- Course Overview
- Career Opportunities
- Entry Requirements
Why Consumer Psychology?
Gain insights into the key individual and group-oriented factors that drive consumer consumption. Find answers to questions such as why consumers behave the way they do and debate theoretical perspectives. Challenge yourself and learn how to dissect and analyse theory and put it into practice in the workplace.
Consumer behaviour courses can integrate recent changes in consumption and tie them with emerging trends in buyer behaviour so you can stand as an expert on how people make choices when it comes to consuming products. These classes have been designed to do just that and encourage you to engage practically with the subject and have a strong emphasis on application.
Course Overview
On successful completion of this diploma, students will be able to:
- Evaluate various buyer behaviour perspectives within the context of marketing and the wider field of society.
- Apply consumer behaviour theory to real-life cases, drawing out the underlying psychology themes at play.
- Analyse key consumption theories and models with their informal and academic perspectives.
- Describe the current trends in online consumer behaviour and activities and their implications for society.
- Evaluate individual consumer identity and wider group identity from a social psychology perspective.
Course Content
- Consumers in the marketplace: An introduction to consumer behaviour, 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 consumers’ buying decisions.
Assessment
The programme is assessed entirely by coursework. There is no formal exam.
What is a Professional Diploma?
An IBAT Professional Diploma is a focused, short duration practical course that consolidates, upskills and/or reskills learners in a professional area. They are stand-alone qualifications that do not lead to an award on the National Framework of Qualifications (NFQ).
Course Opportunities
After this Consumer Psychology course, graduates will have the opportunity to explore a number of career paths. They can follow paths in marketing materials design, engaging in consumer research and assess behaviours, or switch from a business background to a psychology-based role.
Consumer psychology is important in several sectors and industries, but it is especially important in retail, luxury consumer products, and B2C businesses.
Consumer psychology is quickly becoming integral to the digital world. With User Design (UX and UI) at the forefront, understanding consumers is essential in reducing friction during online purchasing and knowing how to enhance a visitor’s journey.
Entry Requirements
There are no strict requirements for this Consumer Psychology online course. However, a Diploma in Psychology, marketing experience, or a strong interest in people and consumers is desired.
Why Study at IBAT Dublin?
We are Ireland’s leading enterprise-focused third level institution with a special focus on how we guide, support, and mentor our students throughout their college experience and into their working lives.
We know that employers need graduates that can hit the ground running, so we’ve tailored our courses to prepare you to do just that. And if you need an extra hand, our Academic team equipped with years of lecturing and industry experience are ready to support you both in your professional and personal development.
Diverse Programmes
Take your pick of our wide range of courses, each designed with your future in mind.
Expert Tutors
Learn from industry professionals at the very top of their game.
Flexible Learning
Life happens. We get it. Study and achieve your goals on your schedule.
Central Location
Study at one of our two campuses placed in the heart of central Dublin.
Small Class Sizes
Get one-to-one, personalised support from our tutors.
Meet Our Students
Hear from our students as they share why they chose IBAT Dublin and the invaluable benefits they’ve gained from their journey with us.
Study options
You can attend lectures Online or On Campus, offering maximum flexibility with your time and how you learn.
Online Study
On Campus Study
Digital Certification
A Digital Certificate will be issued upon successful completion of an in-class exam for each of the two modules, in addition, you will also receive a Digital Badge.
What is a Digital Badge?
A micro-credential is a compact credential that verifies the achievement of a skill or knowledge gained. A Digital Badge is a visual representation of having earned a micro-credential which can be shared on various online platforms to showcase the earner’s achievement.
Why have a Digital Badge?
Your Digital Badge and Certificate can be shared on social media channels such as LinkedIn and Facebook. Digital Badges can also be added to email signatures, displayed on resumes or added to recognised achievement platforms such as Badgr, Credly and OpenBadges. These are a great way to communicate your knowledge and skills, and highlight your commitment to Continuing Professional Development (CPD).
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