Marketing Psychology Training Course
Every time we walk into a store, we are overwhelmed with displays of the extensive assortment of merchandise available for sale. The displays are not put up arbitrarily but with great skills after mixing attractive colors, messages, and packaging. These are meant to persuade the potential consumer to choose a product or service above its competitor.
This is the domain of a marketing psychologist, a professional who studies consumer psychology on what attracts them to a merchandise, and what then makes them zero in on a product over another. This is accomplished by a close study of culture, age, gender, education, interest, personal philosophies and various other factors that combine to trigger a buying behavior.
“Marketing” as a term is today largely interchangeably used with “advertising”. It’s a process to promote products and services to customers. It’s the study of how potential customers are likely to be attracted to buy a product or service, and also how a company can forge a long lasting relationship with its customers. It involves a study of consumer needs, how to meet them, and how to anticipate future needs.
The modern world is far more competitive than the past and marketing psychologists are playing an important part to influence how people would spend their money and when. The consumer behavior causes companies, public service campaigns, charities, and similar activities to fail or succeed. The marketing psychology domain is a major growth area in this regard.
The roots in marketing psychology began way back in the 1940s. A psychologist named John Watson was the first to use it. He factored in customer emotions and sentiments to help sell products. It was only after his advice that Johnson & Johnson came up with baby powder advertisements that appealed to a mother’s attachment to her baby. The company still follows a similar line of branding and promotion regarding its baby care products. Other companies have since realized the importance of marketing psychology and have taken to it.
Why marketing psychology?
Human psychology, especially while buying a product or service, is often the study fodder of scientific research, not because of the frightening discoveries that may come up, but also how predictable human behavior can be. Customers take decisions depending on several factors. While it’s impossible to influence all these factors, successful marketers try to forge a balance between the rational side of customer personality and their emotional appeal.
Humans are not entirely practical. Neither do they take decisions guided solely by feelings. The emotional desire varies according to the product or service. Rational decisions, on the other hand, change according to circumstance. None gets overexcited about Tesco value beans, but right now, there are many people all over the world wanting to own a luxury houseboat. Both houseboats and baked beans are successful products, but different customer emotions work regarding their purchase.
Marketing psychologists usually have multiple roles. They design lab experiments for testing people’s response to products and services. These experiments also involve marketing campaigns. They play a major role to teach the world or branding that creating an advertisement doesn’t amount to the same thing as creating an effective one. Will the customers remember the message, the name, or what’s being sold?
Many marketing psychologists work as consultants for helping marketers integrate psychology into the products and services i.e. understanding the real needs of people and incorporating the human touch. Some marketing psychologists also work for government bureaus.
The marketing field is hugely competitive. Careers usually require a graduate or bachelor’s degree. Many employers seek relevant internship or work experience to provide employment. Candidates interested to work in the marketing psychology domain, can start their careers by studying psychology with a focus on marketing, branding, or advertising in their bachelor’s degree program. Such a degree qualifies for an entry-level or other relevant position in marketing, like advertisement representative or research assistant. Some careers like public policy consultant or research manager usually call for a master’s degree or a doctorate in psychology or an allied field. Career openings for graduate students could be limited and not all having a bachelor’s may be inducted into the marketing psychology department of a company.
The marketing psychology course description is as follows.
Introduction: You are introduced to marketing psychology concepts in this section. You go on to learn about the popularity of marketing psychology.
Understanding your customer: Here you are introduced to understanding your customer, followed by the use of CRM, customer feedback system, and learning forward and anticipation.
Know your customer: This section is divided into seven parts. You learn about who are your customers, who now serves them, who are they and what they do, how much they buy and what makes them feel satisfied about buying, and finally, what they expect out of you.
Marketing strategy: In this section you are introduced to marketing strategy, reciprocity, social proof, and the decoy effect.
Psychological triggers resulting into customers: This section deals with detecting the right driving force, novelty, the art of reasoning, keeping it simple, creating a common enemy, curiosity impact, anticipation, giving importance and community building.
Who will benefit?
Any person who wants to keep abreast of how consumers think before buying a product or service will find the course useful. The course, however, targets the introductory level with a view of both contemporary and classical school of thought on market psychology and how these have affected the domain. The course has been designed to challenge accepted lines of thinking and provoke debates. On a more practical level, the course keeps participants informed about the latest market psychology theories, and their impact on businesses. It offers examples of how the principles are applied in research, branding, and marketing.
The program is targeted at students and professionals and just about anyone who wants to learn about market psychology. A fair amount of practical market research experience is usually required for the course, along with a reasonable knowledge of markets and consumer behavior.
Aims and objectives
- Provide a clear and concise framework for customer thinking that can be applied to anyone approaching market analysis, research planning, reporting and executing, and the ability to provide a contextual primary data framework.
- Have tangible examples of how the results of a marketing psychology research affect the products and services of a company.
- Enable better understanding of how customers think, as individuals, humans, and in groups.
Marketing psychologists usually work in a variety of settings that includes colleges and universities, firms and research organizations, government agencies, educational institutes, advertising agencies, private companies, media houses and others. The career of a marketing psychologist may involve extensive travel, especially when their work comprises building relationships between cultures and consumptions.
A marketing psychologist can lead a rewarding career. Here are some of the common roles.
- Carrying out research (through focus groups, ethnographic surveys, interviews etc. and taking qualitative feedback that reveals important information about social and cultural practices). Research may be carried out in a variety of areas.
- Teaching as a professor in universities and colleges. The teaching may not be limited to marketing psychology. A qualified professional may take classes in consumer behavior, social and applied psychology, research methods, marketing, management, advertising and more. Marketing psychologists may also impart knowledge on assisting government agencies come up with improved public service messages for promoting positive behavior, like safe sex and anti-drug campaigns.
- Working as consultants in private companies for assessing customer response to products and services for evaluating the effectiveness of in-house advertisements or similar things created by an external agency.
- Sharing advice and expertise with advertising agencies like how the brain absorbs messages, ideal timing/placement of information on a company home page, TV, print, or digital media. Striking the perfect balance between images and words.
- Testifying in courts of law as expert witnesses in litigation cases.
- Working with the public as an author of articles and books, a keynote speaker, and more.
- Providing training to marketing personnel like sales staff, call center managers, customer care representatives, and others.
Common job profiles
Marketing psychologists study consumer preference and patterns related to products and services of a particular company or organization. Marketers collect and synthesize information regarding their target audience to sell their products and services. The work of a human resource (HR) specialist is to hire, train, and motivate the staff in a corporate setting. Public relations (PR) specialists, on their part, work towards maintaining a positive image of the company, while branding specialists develop dynamic designs and products.
Here are some of the common job roles of a marketing psychologist.
HR specialist: The HR specialist is in charge of staffing and recruitment and acts as an intermediary between the company and its employees. Most HR roles require a minimum bachelor’s degree followed by an MBA in relevant domain. Jobs in this role are slated to increase by over 21 percent globally in the next few years.
Market research analyst: A market research analyst evaluates market data that includes economic conditions and demographics of customers for determining how best a company can utilize its money for increasing sales. A bachelor’s degree is necessary to enter the field. A master’s degree is often mandatory for senior positions. The rise in job opportunities in market research is expected to be more than 30 percent in the coming years.
PR specialists: The work of a PR specialist is to uphold the image of the company before customers. This is usually done through press releases and communicating with the media. The PR specialist has to often arrange press conferences to let the public know about the new developments in the company or introduction of new products and services. They have to ensure that the company’s goals are conveyed positively to customers. A bachelor’s degree in journalism, mass communication, PR, business or English is typically required.
Industrial-organizational psychologists: These specialists particularly work to resolve sales problems and other business related concerns. This is a highly specialized career within the realm of marketing psychologists. Jobs are available in government departments, chambers of commerce, and in labor intensive industries. An industrial-organizational psychologist’s work may influence policy decisions of the government. A master’s degree in psychology followed by an MBA is the ideal requirement for this career.
FAQs: Some general questions
- When does your courses commence?
Interested participants can join our courses any time. Since the courses are conducted online, participants can adjust their time and take the course. A good broadband connection is necessary.
- Are the course fees refundable?
No. You have to pay the fees upfront while joining the course.
- Can I take up more than one course at a time?
You are free to join any number of courses. But it’s advisable to take up a course according to your aptitude.
- What will be my career prospects after taking this course?
Our certification is widely valued. You will be better equipped as a marketing psychologist and several job offers are likely to open for you.
“The course was great. I’ll recommend it to all my friends. It was very easy to follow and was extremely friendly, dynamic, and valuable for the marketing plans of my company. I’ll surely come back for further professional knowledge in the future.”
“I really appreciate the training by EduCba. Everything involved in marketing psychology was included in the course. The faculty was all leading professionals.”
“EduCba instructors break down a subject into easily understandable concepts and then work them up with real life examples. This is an excellent course that even undergraduate students can understand and benefit from. They can grasp the basics of marketing psychology.”
“All participants will benefit from the course. Anybody who has a penchant for selling, branding, and marketing will benefit more. It’s a great toolbox to master your career. The examples given are also real life.”
|Where do our learners come from?|
|Professionals from around the world have benefited from eduCBA’s Marketing Psychology courses. Some of the top places that our learners come from include New York, Dubai, San Francisco, Bay Area, New Jersey, Houston, Seattle, Toronto, London, Berlin, UAE, Chicago, UK, Hong Kong, Singapore, Australia, New Zealand, India, Bangalore, New Delhi, Mumbai, Pune, Kolkata, Hyderabad and Gurgaon among many.|