Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Online
Seminar
Module Offerings
7140DMKT-SEP-MTP
Aims
This module aims to provide students with a critical understanding of the psychological elements of human cognition, such as attention and memory, in order to understand the behaviour of consumers in a digital marketing context.
Learning Outcomes
1.
Critically evaluate major cognitive, behavioural and biological aspects of consumer psychology such as perception, attention, memory and learning
2.
Critically appraise key theoretical concepts of consumer psychology in order to understand how they may aid strategic digital marketing decisions
3.
Critically analyse human cognitive abilities and how they manifest in a context such as online consumer decision making
Module Content
Outline Syllabus:Psychological perspectives
Attention
Perception
Memory
Behavioural learning
Cognitive learning
Introduction to UX
Heuristics
Emotion
Decision-making behaviours
Module Overview:
Gain a critical understanding of the psychological elements of human cognition, such as attention and memory, in order to understand the behaviour of consumers in a digital marketing context.
Gain a critical understanding of the psychological elements of human cognition, such as attention and memory, in order to understand the behaviour of consumers in a digital marketing context.
Additional Information:The various elements of consumer psychology have a significant research background. Students are, therefore, expected to examine and keep up-to-date with this exciting field of research by critically applying it to a range of digital scenarios.