Institute of Business and Technology
Institute of Business and Technology

Institute of Business and Technology

16-19 Wellington Quay, Temple Bar, Dublin 8, D02 TX49, Ireland Dublin, Ireland Visit web page

Consumer Psychology (Online)

Study detals

: Professional Diploma : Diploma in Consumer Psychology : Full time : 11 Week Month

Requirements

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. 

Speciality

One evening per week

  • Wednesdays 

Additional information

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).

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