SMC
Professional Course
Brand & Consumer Psychology Masterclass

...in collaboration with Institute of Industrial and Organizational Psychology (IIOP).This course provides the understanding of psychological insights and techniques to uncover critical customer needs, align branding & communication with people's perceptions and emotions, and create a brand experience in an engaging and motivating way that leads to conversion, buy in and repeat purchases.

SMC
Date

Jul 13, 2021

Cost

₦ 250,000

Length

4 days

  • Date

    Jul 13, 2021

  • Cost

    ₦ 250,000

  • Length

    4 days

Introduction

Among the toughest questions about a well-designed brand or product is the psychological framing of it to touch on consumer emotions, which in turn leads to conversion.

This course shares practical tools of successful brands with real time business case studies to drive learning home. The course is divided into four interconnected sections. It will begin with an understanding of consumer personality and an overview of how brands often fail to connect with fundamental emotional needs, crafting brand narrative that commands powerful emotional impact that makes it feel personally relevant to the life of the consumer.

Participants would be engaged on how to apply insights to create a brand narrative that elicits specific reaction from the consumer and taking brand narrative into persuasive creative communication with the aid of bespoke tools to create loyal and committed consumer/client.

They will also learn the cognitive and behavioural components of consumer behaviour, strategies to change consumer beliefs and win them to the other side of the divide. It will take participants into the world of the consumer and unravel the intricate ways they make decisions about a brand, product or service.

The course will also introduce participants to the fundamentals of subliminal persuasion and the roles subliminal psychology plays in tacitly and overtly influencing consumer choices.

Course Content

  • Fundamental tenets of brand and consumer psychology

  • Understanding consumer personalities

  • Subliminal persuasion in the digital age

  • Consumer profiling in the digital age

  • Process of consumer decision making

  • Product & brand positioning

  • Principles that influences consumer behaviour

Learning Outcome

At the end of the course, participants would be able to:

  • Decode people’s real psychological & emotional needs
  • Create a brand story that persuades logically and emotionally
  • Control the emotional Impact of communication
  • Turn prospects into committed and loyal customers
  • Deconstruct customer’s mindset and felt needs
  • Build habits, increase loyalty, and elicit positive emotional responses
  • Direct attention and catalyze action with appropriate cues and triggers

For Whom

The programme targets:

  • Brand strategists and managers
  • Marketing and sales managers
  • Corporate communications executives and managers
  • Public relations executives and managers
  • Production managers in FMCGs
  • And any executive who leverages branding, communication and marketing to drive buy-in.

Fees

N250,000 (course fee only)

N328,000 (course fee with accommodation for 4 nights + dinner)

 

Certificate

Yes

Venue

School of Media and Communication (SMC)

Pan-Atlantic University (Main Campus)

Km 52, Lekki-Epe Expressway, Ibeju-Lekki

Lagos, Nigeria

Contact information

Moses- 0803 076 9336

Opeyemi – 0806 638 5629

Francis- 0808 817 0000

Damilola - 0805 812 7207

Isaac – 0803 346 0440

Email – professionaleducation@smc.edu.ng

The faculty makes you feel like you are part of a family. You can easily meet with members of faculty whenever you need guidance

-Anita Dabor

SMC
© SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY