The Psychology of Influence: Mastering Consumer Behavior

An immersive, 4-hour online course led by Jonah Berger, professor at the Wharton School of the University of Pennsylvania

Course Description

This intermediate-level course is designed to revolutionize your understanding of customer relationships, communication strategies, and marketing techniques. Dive deep into the world of consumer psychology and learn how to leverage emotions and triggers to boost your sales and influence.

What Students Will Learn

  • The intricate workings of influence within organizations and industries
  • Deep insights into client psychology and how to use emotions as decision-making drivers
  • Cutting-edge tools to enhance marketing and communication efficiency
  • Techniques to offer practical value that positively influences clients
  • Mastery of persuasive communication and influencing skills
  • Advanced strategies in consumer behavior and neuromarketing
  • Innovative sales techniques and marketing strategies

Prerequisites

While this is an intermediate-level course, there are no specific prerequisites. However, a basic understanding of marketing concepts and business communication would be beneficial.

Course Coverage

  • Introduction to influence and consumer centricity
  • Transitioning from understanding to influencing consumers
  • Leveraging social currency in marketing
  • Utilizing triggers and emotions in communication
  • Making your brand more public and practical
  • Harnessing the power of storytelling in marketing
  • Advanced persuasion techniques and behavior change strategies
  • Innovative consumer marketing and sales strategies

Who This Course Is For

  • Marketing professionals looking to enhance their skills
  • Business owners aiming to improve customer relationships
  • Sales professionals seeking to increase their influence and close more deals
  • Entrepreneurs wanting to understand consumer psychology
  • Communication specialists looking to refine their persuasive techniques
  • Anyone interested in the psychology of decision-making and influence

Real-World Applications

  • Create more compelling marketing campaigns
  • Improve customer retention and loyalty
  • Increase sales through psychologically-informed strategies
  • Enhance brand messaging and storytelling
  • Develop more effective communication strategies in both professional and personal contexts
  • Make data-driven decisions based on consumer behavior insights
  • Influence organizational change and decision-making processes

Syllabus

  • Module 1: An introduction to influence and consumer centricity
  • Module 2: Moving from understanding to influence
  • Module 3: Leveraging social currency
  • Module 4: How to use triggers & emotion
  • Module 5: Making your brand public and practical
  • Module 6: Harnessing the power of Storytelling

This course offers a unique opportunity to learn from an expert who has advised industry giants like Apple, Google, Amazon, Nike, Moderna, and The Gates Foundation. Don't miss this chance to transform your approach to marketing, sales, and communication with insights from one of the leading minds in consumer psychology and influence.