Course Details

Full Course Name:
Diploma in the Psychology of Retail & Consumer Behaviour

Course Dates

Next Course Commencing:
Enrol and Start Anytime on Asynchronous Online | Classroom and Live Online Starting 23rd September.
10 weeks, Wednesday evenings from 6.30 to 9.30 pm

Course Award

City Colleges Diploma
Not Applicable

Course Fee

€995 (€1,095 if paying in instalments)
€895 (€995 if paying in instalments)
Asynchronous Online:
Call +353 1 4160034

Using theories developed in psychology, this course builds a bridge to various marketing concepts.

The course takes elements from psychology, sociology, social anthropology, marketing and economics, especially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour.

Course Overview

This course is based on theories developed in psychology and builds a bridge to various marketing concepts. The conceptual framework of the course breaks the causes of behaviour up into types of psychological responses such as, perceiving, reasoning, feeling, learning, or remembering.

These psychological responses intervene between the marketing mix (input) and the behaviour of consumers, such as purchase or usage (output). The psychological responses hence provide a framework as to why certain marketing inputs lead to certain outputs, that is, a framework to derive strategically relevant consumer insights.

The course also reviews a range of simple but powerful levers that can influence consumer behaviour in unexpected ways.


According to Sabine Kuester, “Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants. It is also concerned with the social and economic impacts that purchasing and consumption behaviour has on both the consumer and wider society”.

The subject takes elements from psychology, sociology, social anthropology, marketing and economics, especially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour.

Kahle, Minton et al, consider the characteristics of individual consumers such as demographics, personality lifestyles and behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand people’s wants and consumption are all investigated in formal studies of consumer behaviour. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in general.

There are various types of marketing mix decisions examined on this Diploma and each one focuses one a type of decision (e.g., pricing, advertising, creating experiences). Within this context the course we then consider psychological principles that predict how consumers typically respond to different decisions the marketer could take.

Course Content

Theme 1 – The Marketplace & Consumer Society
• Buying, Having, Being

Theme 2 – The Individual Consumer
• Perception
• Learning and Memory
• Motivation

Theme 3 – The Decision-Making Process
• Attitudes and Persuasion
• Decision-making/Buying and Disposing
• Organisational and Household Decision-Making

Theme 4 – The Social Consumer
• The Self
• Groups and Social Media
• Lifestyle and Subcultures

Week 1 – Introduction: The Psychological Framework
Week 2 – Choosing Advertising and Promotions Based on Consumer Insight
Week 3 – Setting Strategic Objectives for the Distribution Channel
Week 4 – Choosing Advertising Executions
Week 5 – Applying the Framework to a Business 2 Business Problem
Week 6 – The Psychology of Purchase
Week 7 – Creating Brand Identities
Week 8 – Doing Research to Gain Consumer Insights
Week 9 – The Psychology of Pricing
Week 10 – Improving a Negative Brand Image/Saving a Positive One

Course Aims

  • Firstly, to gain an understanding of the psychological principles by which the marketing mix that consumers are exposed to and how it influences them.
  • Secondly, to use this understanding to develop strategically relevant consumer insights.
  • Thirdly, by so doing, be able to identify the key psychological reasons for why particular consumers in particular situations behave the way they do.
  • Finally, to translate this understanding into effective marketing mix decisions.

Course Fee

Asynchronous Online – Enrol and Start Antyime

You can enrol directly for our Asynchronous Online option from this box. Just click on the Enrol button.

  • Placeholder

    Diploma in Psychology of Consumer Behaviour (Asynchronous Online)


    Asynchronous Online Diploma in Psychology of Consumer Behaviour


September Courses

We are also taking bookings for our 30th September Classroom and Online Course.



(€1,095 if paying  in instalments)

Online course: 


(€995 if paying in instalments)

Non-EU students: Call +353 1 4160034


Students must attend at least 80% of classes to graduate with either the Diploma or Certificate of Attendance unless a serious and verifiable reason for further absence is provided.

 If completing the course online, attendance and participation is tracked through Moodle.

A pass grade on the written assignment will be required for awarding of the Diploma.

The assignment/project must be handed in on the due date unless a sound reason for lateness is provided. In such instances, an extension may be awarded at the discretion of the lecturer.



Sarah Strange

An engaging and popular lecturer, Sarah Strange has extensive experience in the field of consumer behaviour and marketing.  She was awarded a first in BSc Marketing from DIT and is a recipient of the McEvoy and Associates Award for Best Dissertation and Rose Memorial Shield for Best Analysis of the Marketing Case Study.  She was also awarded best presenter at the 21st NIBs International Business Case competition.

Sarah is currently engaged in PhD research focused on consumer behaviour within contemporary culture.

Sarah is a visiting lecturer in consumer behaviour at the Gengdan Institute Beijing University of Technology and communications lecturer in the DIT College of Business.  She has previously worked in retail management in a number of sectors.

Why City Colleges?

  • Courses for students who are passionate about their subject, delivered by leaders in their field.
  • Live lectures which are also streamed live on Moodle and recorded for review
  • City centre location in South Great George’s Street, convenient for bus, LUAS, DART
  • Southside Dublin location in Dundrum
  • Study rooms and library in our City Centre location
  • Limited class size
  • Parking

Enrol Now

Select your Courses

Select the desired options and click the enrol button below when finished

Diploma in the Psychology of Consumer Behaviour (Classroom)

Classroom Diploma in the Psychology of Retail & Consumer Behaviour


6:30 PM - 9:30 PM

Sarah Strange


Diploma in the Psychology of Consumer Behaviour (Online)

Online Diploma in the Psychology of Retail & Consumer Behaviour


6:30 PM - 9:30 PM

Sarah Strange