Marketing Psychology & Consumer Behavior

This course is part of Consumer Behavior & Service Marketing Specialization

Instructor: EDUCBA

Access provided by Alliance University

4 modules

Gain insight into a topic and learn the fundamentals.

8 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

8 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Analyze consumer behavior using psychological principles and biases.
Apply persuasion techniques to improve engagement and conversions.
Design customer-centric strategies to build long-term brand loyalty.

Skills you'll gain

Tools you'll learn

Customer Relationship Management (CRM) Software

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

12 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is part of the Consumer Behavior & Service Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

Master marketing psychology and learn how to influence customer behavior to improve engagement, conversions, and brand loyalty. Understand what drives buying decisions and how to apply it effectively in real-world marketing.

This course provides a practical approach to understanding consumer behavior and applying psychological principles in marketing strategies. You will explore how emotions, cognitive biases, and social influence impact purchasing decisions, helping you design more effective campaigns. You will learn how to analyze customer insights, segment audiences, and use tools like CRM systems and feedback mechanisms to understand customer needs. The course also covers powerful psychological triggers such as reciprocity, social proof, and the decoy effect to improve persuasion and conversion rates. In addition, you will develop strategies for long-term engagement, including emotional messaging, curiosity-driven campaigns, and community building to strengthen brand loyalty. By the end of the course, you will be able to design customer-centric, data-driven marketing strategies that ethically influence decisions and drive sustainable business growth.

This module introduces the core principles of marketing psychology and explains how consumer thoughts, emotions, and social influences shape purchasing decisions. Learners explore the importance of psychological triggers, customer understanding, CRM systems, feedback mechanisms, and proactive anticipation strategies to build a strong foundation in customer-centric marketing.

What's included

7 videos3 assignments

7 videosTotal 59 minutes

Introduction to Marketing Psychology9 minutes
Importance of Marketing Psychology6 minutes
Popularity7 minutes
Introduction to Understanding Your Customer7 minutes
Use of CRM6 minutes
Customer Feedback System11 minutes
Learn Forward and Anticipate12 minutes

3 assignmentsTotal 50 minutes

Graded-Foundations of Marketing Psychology30 minutes
The Psychological Power Behind Marketing10 minutes
Knowing Your Customer Deeply10 minutes

This module focuses on identifying, segmenting, and understanding customers through behavioral analysis and expectation mapping. Learners examine customer profiles, competitor positioning, purchase patterns, emotional drivers, and expectation management to strengthen data-driven marketing decisions.

What's included

7 videos3 assignments

7 videosTotal 57 minutes

Who are you Customer ?7 minutes
Who Currently Serves the Customer?6 minutes
Who are They?4 minutes
What Do they Do?11 minutes
Hou Much they Buy?9 minutes
What Makes them feel Good About Buying?11 minutes
What they Expect of you?9 minutes

3 assignmentsTotal 50 minutes

Graded-Customer Insight & Buying Behavior30 minutes
Identifying and Mapping Your Customer10 minutes
Understanding Customer Behavior & Expectations10 minutes

This module explores advanced psychological influence techniques used in marketing strategy, including reciprocity, social proof, the decoy effect, buying drivers, and novelty. Learners examine how behavioral economics and persuasion principles can ethically influence customer decision-making and improve marketing performance.

What's included

7 videos3 assignments

7 videosTotal 51 minutes

Introduction to Marketing Strategy9 minutes
Reciprocity4 minutes
Social Proof7 minutes
Social Proof Continue7 minutes
Decoy Effect7 minutes
Defect the Right Driving Force10 minutes
Novelty6 minutes

3 assignmentsTotal 50 minutes

Graded-Psychological Triggers in Marketing Strategy30 minutes
Core Psychological Influence Principles10 minutes
Behavioral Biases & Decision Drivers10 minutes

This module covers advanced persuasion frameworks and long-term customer engagement strategies, including reasoning techniques, message simplicity, emotional framing, curiosity, anticipation, customer recognition, and community building. Learners develop ethical influence strategies to create sustainable brand loyalty and advocacy.