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eLearning: Digital Marketing & Consumer Psychology

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Diploma Course

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Description

Learn the fundamentals of consumer psychology and discover how to design effective marketing strategies to successfully reach your target audience. Explore key success factors, such as understanding purchasing behaviour, emotional engagement, and the use of psychological principles that are crucial for developing marketing campaigns. The eLearning course can be started at any time (no attendance required & flexible scheduling).

Requirements

Internet access, a webcam, and a microphone are required for participation. After payment of the course fee, the eLearning course will be activated for you, and you will receive your access details by email.

Notes

Teaching and learning materials:- Scripts: Scripts with practice-oriented content are available on our digital learning platform at any time.

Practice questions: For exam preparation, there are control and core questions.
Interactive exercises: Interactive exercises with didactic added value.
Audiobooks: Audiobooks for the scripts are ideal for on the go.
Learning videos: Learning videos are partially available as support on our digital learning platform.

Content support & technical support:- Subject matter support: Content support is guaranteed throughout the entire certificate course.

Technical support: Support for technical questions regarding the digital campus is provided.

Exam modalities:- Multiple-choice exam: Each module must be completed with a multiple-choice exam.

No exam registration required: Exams can be taken at any time without prior registration via the online campus.
Exam duration: You will receive 40 exam questions per multiple-choice exam. The exam duration is 30 minutes. Multiple exam attempts per exam are possible.

Course content

Gain knowledge in digital marketing and consumer psychology. Identify the opportunities and challenges of digital markets and learn how to successfully implement your business idea using targeted marketing strategies.
Module 1: Fundamentals of Marketing
Fundamentals of marketing, marketing environment, marketing goals, marketing mix, marketing research & analysis, market & customer needs, purchasing decisions
Module 2: Digital Marketing
Digital marketing, website, search engine marketing (SEO & SEA), social media (Meta Business Suite, TikTok, Snapchat, Pinterest, X, social media content), email marketing, programmatic ads, marketing funnel, key performance indicators in online marketing
Module 3: Consumer Psychology & Neuromarketing
Consumer behaviour & typologies, psychology in relation to purchasing decisions, purchasing decision processes, interaction and cognition of consumers, customer satisfaction, customer loyalty, advertising effectiveness models, emotional advertising, psychological market research, neurological fundamentals, neurological measurement methods, black box
Module 4: Human-Centric Marketing & Brand Attraction
Objectives & applications of human-centric marketing, attributes of human-centric brands, brand reaction, authenticity & honesty, perception of a brand, digital anthropology
Module 5: Personality Psychology
Personality, history of personality psychology, paradigms of personality psychology, personality theories, psychodynamic theories, humanistic theories, cognitive theories, theory of the self, personality diagnostics, personality types, personality profiles, classification of individuals

Target group

Marketing professionals and digital marketing employees: individuals who wish to deepen their knowledge in digital marketing and apply consumer psychology to develop targeted marketing strategies.
Career starters and young professionals in marketing and psychology: junior professionals who aim to pursue a career in marketing or consumer psychology and wish to acquire solid foundations in these fields.
Entrepreneurs and start-up founders: individuals who run their own businesses or brands and want to combine digital marketing techniques with psychological insights to improve customer access and loyalty.
Product managers and brand managers: professionals who wish to develop a better understanding of consumer needs and motivations to optimise brand strategy and product marketing.
Practice-oriented users: individuals who wish to derive direct benefits for their work through practical examples.