Marketing Psychology: How We Decide

Marketing Psychology: How We Decide is a four-week OxfordX course taught by Andrew Stephen, Associate Dean of Research and L'Oréal Professor of Marketing at Oxford. It explores consumer behaviour and the psychology behind buying choices, including the cognitive biases and psychological drivers that shape decisions on both sides of a transaction. The syllabus covers the key players and decision-makers in marketing, the human considerations in B2B and B2C business models, the traits and behaviours of hyperconnected modern consumers, how consumer expectations form and influence behaviour, and the role of bias in marketing decision-making.

edX lists the course as introductory and self-paced at two to four hours a week, with no prerequisites. Auditing is free for as long as the course run is active and does not include graded assignments or a certificate; the verified certificate costs $189. Instruction is in English with British English transcripts.