Program Overview
This online Consumer Psychology course explores the psychological and social factors influencing consumer buying behavior. It covers perception, motivation, and techniques for optimizing marketing campaigns. The program is designed for students seeking to enhance their knowledge in consumer psychology and is compatible with working professionals due to its flexible online format. Backed by academic excellence, it provides a certificate upon completion and access to industry experts and networking opportunities.
Program Outline
Degree Overview:
The course in Consumer Psychology is an online program that explores the psychological and social factors that influence buying behavior. It examines the processes of perception and motivation, and teaches techniques and tools to influence consumer decisions with messages that capture their attention. The program aims to help students:
- Distinguish different types of consumers and their decision-making processes for both immediate and durable consumption products. The program is flexible and 100% online, allowing students to access it anytime and anywhere. It features practical and interactive content developed by experts, preparing students to enhance their commercial strategies.
Outline:
The course content is structured as follows:
Module 1: Study of Consumer Psychology
- Introduction to psychology.
Module 2: The Purchase Decision Process
- The decision-making process for immediate consumption products.
- The decision-making process for durable consumption products.
Module 3: Perception
- Perception: concepts
- Perception: exposure and attention
- Interpretation
- Perceived quality
Module 4: Motivation
- Motivation
Module 5: Learning, Attitude, and Personality
- Learning and memory
- Attitudes
- Personality and lifestyles
Module 6: Culture, Social Groups, and Opinion Leaders
- Social Groups
- Family
- Social class
- Culture
- Cultural creation and dissemination
- Opinion leaders
Teaching:
The program utilizes an online learning platform with the following features:
- Autonomous planning: Access all content from day one and organize your time to study whenever and wherever you want.
- Dynamic content: Study with downloadable materials, explanatory videos, and practical exercises. All programs are backed by the educational quality of the Universidad Europea.
Other:
- The program includes the Harvard Customer Focus Course, which teaches how to use customer knowledge to deliver value and increase profitability by building a customer-centric organization.
- Students will learn strategies and best practices from business leaders such as Ranjay Gulati, Mauro Gullen, and Michael Schrage.
- Upon completion of the course, students will receive a personalized certificate and a digital badge from Harvard.
- The program is designed to help students understand the factors that influence consumer decisions and create effective campaigns to capture attention.
- The program is suitable for students who have completed their studies and wish to enhance their knowledge in the field of sociology and consumer psychology.
- The program is also compatible with working professionals, as it is online and allows students to dedicate the time they deem appropriate.
- The program is part of the Universidad Europea's commitment to quality education and is recognized by QS Stars and EFQM.
- The program is also featured in the Times Higher Education World University Rankings 2021.
- Students can join CENET, the Universidad Europea de Valencia's Entrepreneurship and Networking Club, to expand their network and discover new professional opportunities.
- The program is taught by a faculty of professionals who combine teaching with professional practice to bring the latest trends and methodologies to the classroom.
- Students have access to personalized support from a tutor who provides guidance and advice throughout the course.
- The program is intensive and can be completed in just three months.
