Vienna/Berlin, 14 April 2015—Have you ever wondered how stores influence your shopping behaviour? In the first ever online course on store design and shopper marketing, consumer researcher Claus Ebster, associate professor of marketing at the University of Vienna, reveals the marketing secrets of how our purchase decisions are influenced by colors, scents, store layouts and merchandise presentations. This MOOC (Massive Open Online Course) is hosted on the MOOC platform iversity. The six-week course starts on 4 May 2015. Participation is free of charge.
The target audience of the course are entrepreneurs, marketers and retailers, but also interested consumers who want to learn how shopping behaviour can be influenced. “After participating in this course, you won’t ever look at stores the same way again. You will automatically analyze every store you enter to discover the psychological techniques that are used to make shoppers buy,” warns Claus Ebster. Some of the questions that will be tackled in the course are:
- How can store design trigger impulse purchases?
- How are visual merchandising and theming used to create irresistible shopping experiences?
- How can stores be designed to make shopping more convenient for senior citizens?
- Why are men (but not women) seduced by red sales signs?
Course participants can use their computer, smartphone or tablet to access all video lectures and supporting learning materials. Online discussion forums allow students from all over the world to connect with each other and the instructor. Students who complete more than 80% of the course are eligible for a Statement of Participation. There is also a for-pay option to take an online exam that results in a graded and verified Certificate of Accomplishment.
The following link can be used to join the course: https://iversity.org/en/courses/store-design-visual-merchandising-and-shopper-marketing
On the iversity blog, you find Claus Ebsters article about "7 Tricks Stores Use to Separate You from Your Money": https://iversity.org/blog/7-tricks-stores-use/
About Claus Ebster
Claus Ebster is associate professor of marketing and business administration at the University of Vienna. He is also president of Market Mentor, a consulting company specializing in shopper marketing, consumer research, and store design. His research has been published in a variety of academic journals. He has, for almost two decades, taught courses in store design, consumer behavior, marketing research, and marketing strategy. As a consultant, he has advised retailers, manufacturers and service businesses on the effective use of store design and shopper marketing techniques. He holds an MBA from Fordham University, an MS from Northwestern University, and a PhD from the University of Vienna.
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