Marketing Psychology & Neuromarketing with Dekker

Course Curriculum

Chapter 1: Product Marketing Psychology

Lecture 1: How to change people's minds using Jonah Berger's psychology framework

Lecture 2: Addressing objections through marketing psychology

Lecture 3: A simple way to get people to do what you're asking

Lecture 4: Finding influencers to generate word of mouth

Lecture 5: Likeability as a tool for persuasion [case study]

Lecture 6: Addressing objections – continued

Lecture 7: Don't ask for annoying information upfront

Lecture 8: Why obsolete frameworks like the 4Ps and Myers-Briggs stick around

Lecture 9: How to gain POWER

Lecture 10: Incrementalism

Lecture 11: Radical Simplification as a Psychology Trick

Lecture 12: Habit Forming Product Psychology

Lecture 13: Making marketing go viral using psychology

Lecture 14: The 2 ways people evaluate you

Lecture 15: Flattery Psychology

Lecture 16: Writing internal emails – part 1

Lecture 17: Writing internal emails – part 2

Lecture 18: Cold emails as a demonstration of marketing psychology

Lecture 19: Tips

Lecture 20: 1 simple way to change people's minds

Lecture 21: Persuasion and Influence Psychology

Lecture 22: Persuasion Example

Lecture 23: How to change people's minds (psychology example)

Lecture 24: Assertive problem solving

Lecture 25: Encourage everyone to talk

Lecture 26: Giving critical feedback

Lecture 27: Generating Word of Mouth

Lecture 28: Case Study – Harvard Business Review

Lecture 29: The sunk cost fallacy

Lecture 30: Reciprocity Psychology

Lecture 31: Scarcity Psychology in Ecommerce

Lecture 32: Visibility Psychology

Lecture 33: Toilet Paper Psychology

Lecture 34: Familiarity, Likeability, and Influence

Lecture 35: Product Marketing Pricing Psychology Tactics – Great Examples

Lecture 36: How Customers Come to Think of a Product as an Extension of Themselves

Lecture 37: Associations and Clustering

Lecture 38: Assignment 1: Building Associations for Your Brand

Lecture 39: Closure

Lecture 40: Be careful about giving "air time" to negative things

Lecture 41: People don't like surprises

Lecture 42: Assignment2 Applying psychological principles to explain performance differences

Lecture 43: Psychology Case Study – Cheers

Lecture 44: Psychology Case Study – Agoda

Lecture 45: Pricing Psychology

Lecture 46: Product Led Habit Formation

Lecture 47: Your Target List & Persona Limitations

Lecture 48: Ask for commitments

Lecture 49: Note on commitment and the endowment effect

Lecture 50: Don't convince people to buy what they don't need

Lecture 51: Telling investors what they want to hear

Chapter 2: The Customer Decision Journey

Lecture 1: Customer Journey Part 1

Lecture 2: Customer Journey Part 2

Lecture 3: Customer Journey Part 3

Chapter 3: Marketing Psychology within Organizations (Internal)

Lecture 1: Candor Psychology

Lecture 2: Powerful people

Lecture 3: Video on Power from a Stanford professor

Lecture 4: Task-oriented vs people-oriented psychology

Lecture 5: Belbin team roles

Lecture 6: When should leaders own a decision and when should they delegate?

Lecture 7: Eye contact in the workplace

Lecture 8: 5 interpersonal skills and 3 communication barriers

Lecture 9: Don't send mixed signals

Lecture 10: Praise publicly and chastise privately

Lecture 11: Engaging with new people

Lecture 12: How people respond to stressful situations

Lecture 13: Dealing with stress psychology

Lecture 14: Communicate frequently

Lecture 15: Be generous!

Lecture 16: Listen!

Lecture 17: Be silent

Lecture 18: Internal phone calls

Lecture 19: Ask open-ended questions

Chapter 4: 7 Common Mistakes Marketers Make

Lecture 1: 7 Common Mistakes Marketers Make