Marketing Psychology: How We Decide

Overview

The Oxford Marketing Psychology course blends marketing strategy with consumer psychology. You’ll be introduced to the reasons behind why people make the choices they do and how to apply that insight to the marketing process.

Today’s marketing landscape is driven by data, technology, and rapidly shifting customer expectations. Oxford experts note that new technologies like AI are transforming how companies engage consumers​.The course examines consumer behaviour , cognitive bias and decision-making to help you design more effective marketing strategies.

You will learn to map the entire marketing process, identify key decision-makers, and consider the often-blurred lines between B2B and B2C models. You’ll also analyse modern consumer traits – from hyperconnectivity to expectation formation – and learn how biases influence choices.

For example, common cognitive biases can alter purchasing decisions, so understanding them lets you craft more persuasive campaigns. By the end, you’ll be able to explain how consumer expectations are formed and adapt marketing plans accordingly.

This psychology-focused approach gives you a competitive edge in attracting and retaining customers amid digital disruption. This course offers a foundational overview, introducing key concepts and frameworks for those new to the subject.

The Oxford Digital Marketing:

Disruptive Strategy Programme builds on the concepts covered in this course, emphasising the human aspects of marketing to help you stay ahead.

Syllabus

• Introduction to Marketing Psychology
Overview of Consumer Psychology
The Intersection of Psychology and Marketing
• Understanding Consumer Behaviour
Key Drivers of Consumer Choices
Mapping the Customer Decision Journey
• Cognitive Bias in Marketing
Overview of Cognitive Biases
Impact on Purchasing Decisions
• Decision-Making Processes
Factors Influencing Consumer Decisions
Techniques for Effective Decision-Mapping
• Marketing Strategy Integration
Aligning Psychological Insights with Marketing Strategy
Case Studies: Psychological Strategies in Action
• The Role of AI in Modern Marketing
AI-Driven Consumer Engagement
Personalization and Hyperconnectivity
• B2B vs. B2C Models
Identifying Key Decision-Makers
Blurring Lines Between B2B and B2C
• Modern Consumer Traits
Analyzing Consumer Trends
Hyperconnectivity and Expectation Formation
• Crafting Persuasive Campaigns
Leveraging Cognitive Biases
Techniques for Persuasive Communication
• Adapting to Consumer Expectations
Formation of Consumer Expectations
Adapting Marketing Plans to Evolving Expectations
• Course Reflection and Summary
Key Takeaways
Preparing for the Oxford Digital Marketing: Disruptive Strategy Programme
• Final Project
Application of Course Concepts
Designing a Marketing Strategy Incorporating Psychological Insights

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Taught by

Andrew Stephen

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Subjects

Social Sciences