Title: Marketing Psychology: How We Decide

Location: US

Company: University of Oxford

About this course:
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.

The key players and decision-makers in marketing

The human considerations of both B2B and B2C business models

The traits and behaviours of modern, hyperconnected consumers

How consumer expectations form and influence behaviour

Decision-making in marketing and the role of bias

Explore marketing psychology and consumer behaviour to master decision-making in marketing, uncovering cognitive biases and psychological drivers behind buying choices.

Duration: 4 weeks

Skills:
- Artificial Intelligence
- Business To Business
- Business-To-Consumer
- Consumer Behaviour
- Decision Making
- Digital Marketing
- Influencing Skills
- Marketing
- Marketing Strategies
- Persuasive Communication
- Psychology
- Purchasing

Curriculum:
- The key players and decision-makers in marketing
- The human considerations of both B2B and B2C business models
- The traits and behaviours of modern, hyperconnected consumers
- How consumer expectations form and influence behaviour

- Decision-making in marketing and the role of bias