Consumer Behaviour and Advertising

This course will be delivered online.

Understanding your consumers' behaviour and how they make decisions is crucial to successful campaigns, when it comes to creating great advertisement for your audience.

You will learn what influences costumers' buying decisions, and how you can present your products in a way that generates maximum impact, now that buying decisions have changed following the Covid-19 pandemic. You will also learn the importance of ethical values when doing advertising.

Course Content

This is a 2-days Masterclass, that will be taught on two consecutive Saturdays.
The masterclasses will cover:
- Consumer Behaviour and decision-making fundamental concepts such as anchoring, framing, nudge, choice architecture, etc
- Different decision-making styles in different markets and for different audiences
- Psychometrics and why they are important when creating your brief
- Theories of segmentation and brand positioning
- Ethics in marketing
- Consumer behaviour in practice: case studies and activities

Entry Requirements

To be eligible for this course you must be 19 or over on the start date of the course.

To be eligible for this course you must be 19 or over on the start date of the course.

The course does not have any formal entry requirements, but is suitable for marketing executives or creative designers who would like to improve their campaigns and understand more about consumer behaviour.
It is also perfect for small creative businesses or entrepreneurs who are keen to tailor their campaigns better, and know more about their audiences.

Further Study Options

Marketing Strategy for your Business - Masterclass
OCN Lev 4 Award in Digital Marketing Planning

Additional Information


Remote Learning:
Some of our courses are now delivered through remote learning, including video conferencing (using Microsoft Teams, Zoom, Skype) and email contact with your tutor.

If your course is indicated as an ONLINE COURSE, you will need either a PC (with a camera and microphone), laptop, tablet, smartphone and access to the internet to be able to join the lessons. Lessons will run at the published time – so be ready and set up to join in.

We hope you will enjoy this new approach to learning – many of our learners have commented on how they are enjoying the classes and have improved their IT and digital skills in the process.

Please don't worry if some of this is new to you - you are not alone! See here for guidance on how to use our simple software. If you are experiencing any problems with connection or installing software for your online class please contact our eLearning support team via the Student Intranet Portal: We are here to help you.