Developed by a team of chartered marketers and psychologists, this course blends theory with modern marketing practices – touching on new disciplines such as digital anthropology, behavioural economics and neuromarketing. You'll gain the skills and confidence to stand out from the crowd as a future brand manager, strategist or market researcher.
The key to being a great marketer is understanding how (and why) people think and act the way they do. Before diving into marketing strategy, you’ll examine how external and internal psychological factors can impact consumers' emotion, experience and action – touching on key theories in anthropology and sociology.
Exploring case studies from all around the world, you’ll discover how culture and upbringing can be leading influences on behaviour and decision-making. Using a range of psychological techniques, you’ll learn how to identify these influences and implement tailored strategies to reflect the unique wants and needs of these consumers.
You’ll also look at the concept of ‘brand’ and what this means to different audiences –investigating approaches like storytelling, customer relationship management (CRM) and affinity marketing to build mutual relationships and instill aspiration, trust and loyalty.
With a scientific lab on campus, you’ll work on real neuromarketing experiments with your classmates, studying how people’s brains respond to brand-related messages by monitoring brainwave activity, eye tracking and more. You’ll build research reports, test theories, analyse data and create innovative new marketing solutions – developing your creative and critical thinking.
