About this Course

Programme Description

The Specialist Certificate in Consumer Psychology covers a wide range of topics that deal with how consumers think, feel, respond and act toward product and service related information and experiences. Learning from cognitive, social, neurobiological and other psychology domains, students will gain an in-depth understanding of consumer behaviour that will in turn help them to explain, predict and influence consumer responses. Topics include emotions, memory, attention, decision-making, social influences, personality and neuromarketing. A key area of focus is the application of theory to real world marketing problems.

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The programme has been designed for :

• Professionals working in business, marketing, advertising or other careers which entail an understanding of consumers to design and promote winning products and services
• Individuals with a background in Psychology who want to gain greater knowledge in Consumer Psychology
• Interested individuals who wish to gain knowledge of markets and consumers

The programme provides participants with:

• Core theories of consumer behaviour and the psychological and environmental factors that influence consumer choice
• Research-based evidence to support theoretical understanding
• Real-world examples and case studies that integrate theories with applications
• Understanding of implications for marketers when designing marketing strategies

Teaching and Assessment

The programme will be delivered through lectures, group discussions, case studies and video presentations. Students will be assessed through an MCQ examination midway through the programme, and a written project due at the end of the programme.

Admission Requirements

• Diploma holders and above
• Be at least 18 years of age
• Applicants who do not meet admission requirements will be considered on a case-by-case basis, and may need to attend an interview

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