Certificate of Marketing Psychology

Unit 1: Foundations of Marketing Psychology

• Introduction to marketing psychology
• Consumer perception and attention
• Motivation and needs in consumption
• Memory, learning, and brand recall
• Emotions and their influence on decisions
• Fundamentals of consumer research

Unit 2: Behavioural Economics and Decision Making

• Introduction to behavioural economics
• Cognitive biases in purchasing behaviour
• Heuristics and intuitive decision-making
• Nudging and choice architecture
• Framing effects in communication
• Predictably irrational behaviour

Unit 3: Consumer Behaviour Across Cultures

• Introduction to cultural psychology
• Cultural values and consumer identity
• Social norms and conformity
• Cross-cultural communication in marketing
• The role of subcultures and communities
• Global vs local consumer trends

Unit 4: The Psychology of Brands and Loyalty

• Brand identity and symbolism
• The psychology of trust and credibility
• Emotional branding
• Customer experience and storytelling
• Habit formation and loyalty programs
• Managing brand reputation

Unit 5: Persuasion and Influence

• Theories of persuasion
• Authority, reciprocity, and social proof
• Scarcity and urgency in decision making
• Message framing and emotional triggers
• Ethics of persuasion
• Applied persuasion in campaigns

Unit 6: Digital Psychology and Neuromarketing

• Digital behaviour and attention economy
• Social media influence and validation loops
• Gamification and reward systems
• The neuroscience of emotion in advertising
• Neuromarketing technologies and data ethics
• Designing psychologically engaging digital experiences

Unit 7: Ethics, Responsibility, and Consumer Wellbeing

• Principles of ethical marketing
• Transparency and data ethics
• Manipulation vs informed persuasion
• Consumer vulnerability and protection
• Wellbeing-centred marketing strategies
• Corporate social responsibility and trust

Unit 8: Applied Marketing Psychology in Practice

• Integrating theory and application
• Conducting consumer insight research
• Behavioural segmentation and targeting
• Campaign design and testing
• Evaluating success metrics