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Consumer Psychology for Digital Marketing (Online Short Course)

Consumer Psychology for Digital Marketing (Online Short Course)

London College of Communication
Taught by
Pooja Nerurkar


What makes for ‘good’ marketing? How can we understand what goes on in people’s minds that affect their purchasing habits? How can we influence people’s purchase decisions? The answer is neuromarketing, the study of consumer psychology to understand customer behaviour in relation to marketing.

Understanding the relationship between psychology and marketing and customer behaviour is imperative in making marketing campaigns successful - especially if you want to see results and maximise Return on Investment (ROI). It is very easy to spend thousands on ads and campaigns without seeing any effect on revenue. The wrong content to the wrong target population makes for a whole lot of wasted of money. This marketing psychology course will teach you how to develop a successful digital marketing strategy.

This four-week course is taught through weekly online classes where you will engage in discussions with other students about marketing consumer psychology and be able to ask your tutor any questions you have. You will also be set tasks each week, finally creating your own six-month strategy and campaign.

Learning the basis of digital psychology and persuasion will enable you to create better content for marketing in whichever field you work. By the end of this course you will have the toolkit you need to be able to better promote your business or organisation online.


  • Definitions, applications and ethical considerations
  • Audio logo and distinctiveness
  • Costing and pain points: priming, anchoring and precision
  • Visual positioning and eyetracking
  • Emotional appeal: colour, word choice and emotional message
  • Decoy marketing, bundling and other behavioural techniques
  • Digital storytelling
  • Real-world applications (to your own business and case studies)
  • Self-identification and association
  • How to trigger olfactory response digitally
  • Exposure theories
  • The 95% rule, a customer centric approach to marketing
  • Brand tribes and customer personalities
  • Confirmation bias and golden ratio

Course Outcomes:
By the end of the course you will have;

  • Developed a thorough understanding of neuromarketing concepts
  • Gained an understanding of how to create more effective ads, campaigns and promotions
  • Analysed present-day campaigns to understand the marketing field better
  • Studied various aspects of the human psyche which have an impact on buying behaviour, such as price point, eye movement, colour and content
  • Created and analysed your own marketing campaigns and plan
  • Received personalised feedback from your tutor

Who is Consumer Psychology for Digital Marketing (Online Short Course) for?
This course is for anyone interested in marketing and wanting to learn how to successfully use it in a professional environment. You may be a marketer, an entrepreneur or anyone in a digital profession related to sales, marketing or business development. Or maybe you are curious about consumer psychology and want to learn more about marketing before studying it at degree level.

Level: All levels.

Why choose an LCC Online Short Course
Our online learning short courses allow you to experience London College of Communication wherever you are in the world. The real-time chat sessions are fully interactive allowing you to communicate easily with the tutor at the same time as fellow students. Additionally all LCC Online Short Courses include;

  • Live sessions with expert
  • Lesson recordings
  • Practical assignments
  • Personal feedback
  • VLE with course content
  • Forums for support
  • 3 months online access
  • LCC Certificate upon completion

Please note that all courses are taught in UK time. To check and compare times please click here

Tutor Description

Pooja Nerurkar currently leads UK's Business Development and Marketing for Mobilab, an agency creating digital products for a variety of businesses. In the past, she has worked in Digital Marketing for UAL and run two successful businesses, being primarily responsible for their sales, marketing and business development. She is enthusiastic about customer acquisition, retention and developing both B2C and B2B relations. She is an MBA graduate with a Psychology degree from the prestigious University of Pennsylvania and has worked in research for both bio-related and psych-related labs and projects. She is passionate about arts and design, as well as innovative technology, and is greatly interested in the growth of startups.


In order to fully participate in the practical exercises, please have the following materials/equipment for the first class:

  • A notepad and a pen
  • A modern computer with an up-to-date operating system
  • An up-to-date web browser (Google Chrome is recommended)
  • A microphone (a headset with microphone/headphones is recommended)
  • Headphones
  • Webcam

Finally, a good broadband connection is also essential (mobile data 3G/4G or a mobile dongle might not provide sufficient bandwidth).

Available dates