Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Lecture
Online
Seminar
Module Offerings
6001LBSMK-SEP-MTP
Aims
Use consumer psychology to make strategic marketing decisions.
Learning Outcomes
1.
demonstrate an understanding of the most relevant consumers’ decision-making processes based on psychological, socio-psychological and cognitive level.
2.
critically reflect on the most relevant theoretical underpinnings in consumers’ decision-making and consumer psychology.
3.
recognise the effect of marketing stimuli and contextual factors on consumers’ decision-making and consumer psychology recognising strength and weaknesses of marketing efforts.
Module Content
Outline Syllabus:1. Why and how consumers take decisions and the relevance of consumer psychology.
2. How the memory works and the different types of decisions
3. Cognitive learning
4. Consumers emotions
5. Consumers’ irrational decisions
6. Attention and persuasion
7. Digital consumer psychology and decisions.
Module Overview:
This module explores the relevance of consumer decision making in marketing. You will learn to use consumer psychology to make strategic marketing decisions.
This module explores the relevance of consumer decision making in marketing. You will learn to use consumer psychology to make strategic marketing decisions.
Additional Information:The module is based on the relevance that consumers take decisions at the psychological level and these are the result of marketing efforts.