Financial Marketing Psychology is about comprehending the nuances of human behaviour and howhumans behave to marketing stimuli, nudges and situations. Dealing with relatively intangible entities such as financial services is a challenge as consumers find financial services hard to evaluate.Understanding consumer psychology is relevant to strengthen customer relationship.
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Understanding the principles of marketing psychology helps in effectively crafting financial marketing campaigns that resonate with the target audience for enhanced brand connect, consumer awareness and financial purchase decision.
What you'll learn
- Introduction to Marketing Psychology
- Psychological foundations of Marketing
- Multi-Generational Consumer Behaviour.
- Motivation, Affect and Decision-Making Process
- Understanding Consumer Personality & Persona
- Nudge& Influence - The Psychology of Persuasion
- Leveraging marketing psychology for financial services marketing
Syllabus
Week 1: Introduction to Marketing Psychology
Introductory concepts. Incorporating psychological principles with marketing strategy. Leveraging psychology in marketing strategy.
Week 2:Consumer Behaviour & Decision Makingin Financial Services
The role of human psychology in comprehending consumer behavior and decision making. Factors shaping consumer behaviour in Financial Services. Responding and shaping consumer behaviour.
Week 3: The Psychology of Nudge & Influence
Understand the nudge concept to influence people's behaviour in a positive way. Proposing positive reinforcement and indirect suggestions as ways to influence the behaviour and decision-making of groups or individuals.
Week 4:Leveraging Behavioral Insights for Digital Banking
Using different forms of consumer psychology such as persuasion architecture and emotion driven behaviour in the digital banking eco-system.
