Customer Psychology

10.02.2025 - 30.06.2025

Time of occurrence

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Credits

15 ECTS (390 hours)

Form of study

Partially web-based

Location

Tartu

Fee

2000 EUR

Teachers

Academic excellence (professor, co-professor), lecturer, strategic manager (work experience).

Study group

Economics

Program language

Estonian

Purpose:

It is not easy for companies to gain customers' attention, get interested and participate in other stages of the customer's purchase process because the surrounding messages are many and difficult to differentiate. Thus, the knowledge that helps understand the customer and the reasons for his decisions is the basis of a strong marketing strategy. Microcredit in customer psychology is aimed at people interested in consumer behavior, decision-making, and the development of better communication materials and strategies based on their knowledge. The microcredit also provides exciting new perspectives on the spectrum of product development, promotional materials, product packaging, website epics through the subject of neurotransmission, where the role of eyes and emotions in consumer behavior is assessed. Participants in the program will also have the opportunity to practically conduct experiments in the neuro lab laboratory of the University of Tartu.

Target group:

The program is suitable for marketing specialists, product developers, service managers, and entrepreneurs who want to understand, create or develop a value proposition through the possibilities of customer psychology. A participant must have a bachelor's degree or equivalent to participate in the program.

Additional information

Outcome:

A student who has completed the microcredit program in client psychology has field-specific knowledge and skills:
1) Knows what are modern consumer behavior models
2) Can analyze consumer purchasing behavior
3) Understands the basic principles of marketing communication
4) Understands marketing communications legislation and related ethical issues
5) Knows the main research methods of neurotransmission and their applications
6) Can carry out neurotransmission experiments with different techniques of eye-tracking and measurement of emotions
7) Can interpret neuromarketing research reports

Starting conditions:

A prerequisite for starting the studies is a bachelor's degree or a corresponding level of education. The micro degree program is conducted in Estonian, but proficiency in English at level B2 is required to understand the international writings and lectures. Registration for the program is based on a letter of motivation.

Teachers:

Academic excellence (professor, co-professor), lecturer, strategic manager (work experience).

Location info:

Tartu linn The program takes place in session training in Tartu University's Delta Building with web support in the Moodle environment. In session learning, teaching takes place through a combination of video lectures and webinars, supported by independent readings and assignments in the Moodle environment.

Learning environment:

Studies and teaching takes place in appropriate classrooms, which have the required teaching equipment and meet the health and safety requirements.

Schedule and further information:

The program consists of three subjects in the spring semester, which are read together with the Master's program in Contemporary Economics

Requirements to complete:

According to the conditions for passing substances. In order to obtain the microcredit program certificate, it is necessary to successfully pass 100% of subjects with a total volume of 15 ECTS.

Document to be issued:

Certificate of completion/Certificate of attendance

Tax refund:

Yes

Registration deadline:

26.01.2025

Additional information:

Kersti Kurri, kersti.kurri@ut.ee, +372 +372 737 6313

Program code:

SVMJ.TK.070

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