Market and consumer psychology

Market and consumer psychology

Who is the university certificate suitable for?

Do you work in marketing, advertising, sales or market research and want to not only observe your customers' behavior, but really understand it? Are you wondering how purchasing decisions are made, what strengthens brand loyalty and why certain advertising messages work while others fall flat? Then the University Certificate in Market and Consumer Psychology is the ideal choice for your professional development.

With this training course, you will expand your specialist knowledge with psychological insights that are indispensable for modern, effective marketing. Whether for the development of convincing campaigns, the design of successful brand strategies or the well-founded planning of market research projects: You will gain valuable insights into the "psychology behind the purchase" - compact, practical and at an academic level.

The most important things at a glance:

• Duration of study: 6 months + 6 months free extension
• ECTS credit points: 10 ECTS credit points
• Exam form: Online exam
• Admission requirements: none
• Start of studies: at any time
• Credit transferability: M.A. Business Management and MBA General Management (if you have completed your first degree).
• Tuition fees: EUR 165 per month, EUR 990 in total

Understanding purchasing decisions, positioning brands in a targeted manner - market success with psychological expertise

In saturated markets, it is no longer enough to offer good products or services. If you really want to reach customers and retain them in the long term, you need to understand their behavior and respond to it in a targeted manner. The university certificate in market and consumer psychology provides you with exactly the know-how that modern marketing needs today.

Understanding consumer behavior - psychologically sound and practical

The certificate focuses on the central questions of market and consumer psychology: What influences purchasing decisions? How does customer loyalty develop? What psychological mechanisms are at work in advertising and communication? You will learn which internal and external factors shape consumer behavior, from emotions and attitudes to social influences and situational contexts.

They deal intensively with the psychology of purchasing decisions and analyze different purchasing behavior models in order to better understand and specifically control consumer processes. Organizational purchasing behavior, for example in the B2B sector, is also addressed, as are psychological aspects of customer satisfaction, customer retention and loyalty.

Another focus is on advertising psychology. You will learn how advertising messages work, what generates attention and how you can make targeted use of emotions in brand communication. With the help of classic and modern advertising impact models, you will learn how to psychologically analyze advertising campaigns and optimize their impact, a decisive success factor in saturated markets.

Psychological market research for well-founded marketing

In addition to the theoretical foundations, the certificate also provides you with methodological know-how for psychological market research. You will learn how to identify consumer needs, measure behavior and make data-based decisions. The entire market research process, from formulating questions to data collection and interpretation, is taught in a practical way.

The focus is not only on the what, but also on the why: you develop a deep understanding of the motives behind the behavior of target groups and can use this knowledge for strategic decisions in marketing, sales or product management.