| DPS 17301 | 36 hours |
This course focuses on the psychology behind online consumer behaviour, examining how digital environments shape purchasing decisions. Students will explore psychological theories, behavioural economics, and neuromarketing principles influencing online shopping behaviour. The course takes a hands-on approach, integrating case studies, digital simulations, and applied projects to develop data-driven strategies for engaging online consumers effectively.
Outcomes
On completion of this course, students should be able to:
- Identify and explain key psychological concepts, including cognitive biases, heuristics, and emotions, that influence online shopping behaviour.
- Evaluate how UX design, AI-driven recommendations, and social proof affect online consumer engagement and purchasing behaviour.
- Analyze e-commerce behaviour across different market segments using consumer psychology principles and case study insights.
- Evaluate digital marketing strategies using behavioural insights and propose improvements to enhance online engagement.
- Develop digital consumer personas and design applied consumer psychology strategies to enhance online experience and reduce cart abandonment.
- Evaluate the ethical concerns surrounding AI-driven personalization, data-driven consumer manipulation, and dark patterns in UX.
- Examine online case studies to identify psychological triggers that drive conversions and customer retention.
- Use behavioural insights to evaluate digital marketing strategies and their effectiveness in influencing online buyers.
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