...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.
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.
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
At the end of the course, participants would be able to:
The programme targets:
N250,000 (course fee only)
N328,000 (course fee with accommodation for 4 nights + dinner)
School of Media and Communication (SMC)
Pan-Atlantic University (Main Campus)
Km 52, Lekki-Epe Expressway, Ibeju-Lekki