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Structure
On-demand
Duration
45 hours
Total Hours
45 hours
Start Date
1 April 2026End Date
30 June 2026
Mode
Self-paced learningCourse Overview
Are you interested in understanding the underlying motives, cognitive processes and emotional factors that drive consumer behaviour?
In the Intro to Consumer Behaviour & Psychology short course, you will experience the intriguing world of consumer psychology and learn what influences people to think, feel and act when engaging with brands.
Throughout the course, you’ll see how psychological strategies can be used to boost marketing communication and increase customer engagement. You will also explore how the digital age and new technologies are changing consumer behaviour and decision-making.
Ultimately, this short course will provide you with a practical foundation for understanding modern customer behaviour and equip you with the insights needed to create more meaningful, ethical and effective marketing strategies.
What You'll Learn
Foundations of Consumer Psychology
- Gain an understanding of the core principles, theories, and frameworks that explain why consumers behave the way they do.
Consumer Decision-Making Processes
- Examine how consumers determine what they want, weigh their options, make judgments, and consider their purchases.
Attitudes and Persuasion
- Investigate how consumers form and shift their attitudes, and how these attitudes shape their reactions to marketing messages.
Perception, Memory and Learning
- Learn how consumers interpret information, store experiences, and use learned knowledge to influence future behaviour.
Individual Differences and Behavioural Influences
- Investigate how personality traits, motivations, values, demographics, and social influences shape buying patterns.
Applying Consumer Psychology to Marketing Strategies
- Discover how marketers ethically use psychological insights to craft compelling messages, design persuasive campaigns, and improve audience engagement.
Technology and the Future of Consumer Behaviour
- Understand how the Fourth Industrial Revolution (4IR) and new technologies like artificial intelligence, big data analytics, and the Internet of Things (IoT) are affecting consumer behaviour.
Course Outcomes
By the end of this short course, you will be able to:
- Apply key psychological theories to analyse real-world consumer behaviour and explain why consumers respond differently across situations.
- Evaluate how cognitive, social, and emotional factors interact to shape consumer decision-making, thereby enhancing your ability to interpret complex buying patterns.
- Assess how attitudes influence brand loyalty and customer engagement.
- Use psychological insights to align marketing strategies with consumer needs, thereby improving the effectiveness of marketing communication and positioning.
- Analyse the influence of digital platforms and emerging technologies on consumer expectations, thereby informing strategies for more personalised customer experiences.
Learner Experience
Stephenie De Hahn
Tsoelopele Khitsane
Constance Nyambayo
Certification
Upon completion, you will receive a digital certificate of completion. This certificate verifies your newfound knowledge and skills.
The Intro to Consumer Behaviour and Psychology short course has been designed and developed by experts in the field of psychology. The course is for learners seeking to grasp the psychological principles behind consumer behaviour. It will empower you to make informed marketing decisions and craft effective strategies to engage with consumers across diverse markets, and requires approximately 45 hours of learning.
Dates and Registration
- Class of 2026 Apr-Jun: 1 April – 30 June
- Class of 2026 Jul-Sep: 1 July – 30 September
- Class of 2026 Oct-Dec: 1 October – 31 December
Short course classes are on demand allowing you to register at any time and move through course content at a time that suits you. Learners will have access to the course for the class period they choose when registering.
Course highlights
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Develop critical analytical skills to evaluate consumer decision-making processes and apply these insights to real-world marketing strategies.
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Use insights from consumer psychology to design compelling and resonant marketing messages that engage and persuade target audiences.
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Navigate the impact of the Fourth Industrial Revolution (4IR) and emerging technologies.
FAQs
What are the entry requirements?
Anyone 18 years of age or older can sign up for this short course. There are no academic entry requirements or conditions.
Who is this short course for?
This short course is for anyone interested in understanding the intricacies of consumer behaviour and learning how to apply these insights to enhance marketing strategies and campaigns.
What is the time commitment?
It takes 45 hours to complete this short course.
What do you need to do the short course?
- Access to Microsoft Word
- Google Chrome (recommended)
- Stable internet connection
Is the short course accredited?
The short course is not accredited and non-credit bearing.
What is consumer psychology?
Consumer psychology is a compelling field that examines the ways in which individuals interact with and are influenced by the goods and services they buy or use. It investigates the underlying motives, cognitive processes, and emotional factors that drive consumer behaviour. By analysing how and why people make purchasing decisions, consumer psychology seeks to understand the complex interplay of mental and emotional influences on consumer choices. Read more here.
The Team
The SACAP Global team brings a wealth of knowledge and practical experience across various disciplines. Our expert short course developers and dedicated support team are passionate about sharing their insights to help you get the most out of your online learning journey.
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R3,700.00
Start Date
1 April 2026End Date
30 June 2026-
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