Psychology, Marketing & Leadership

Students explore how much of human decision-making happens below conscious awareness. They examine attention, emotion and persuasion before designing an advert using neuromarketing principles.

Students investigate the fast and slow systems behind human thinking. They learn when people respond emotionally, when they think carefully and how communication can speak to both.

Students explore how ancient human needs still shape modern behaviour. They examine safety, belonging and status, then apply these ideas to modern habits, brands and decision-making.

Students consider one of the biggest questions in psychology and technology: what would prove that a mind feels something? They debate consciousness, behaviour, experience and the limits of AI.

Students learn that motivation is not just willpower. They explore motivation as a cost and energy calculation, then build a model of their own motivation system.

Students explore the difference between leading and managing. They identify their personal values, assess their leadership strengths and consider different leadership styles.

Students learn how to hold attention, speak with clarity and communicate what they stand for. They write and practise a short leadership philosophy grounded in their own values.

Students learn that different problems need different methods. They practise diagnosing whether a problem is simple, complicated, complex or urgent before choosing how to respond.

Students explore the three dimensions of negotiation: the problem, the people and the process. They practise reaching agreement by understanding what the other side really needs.

Students explore fixed and growth mindsets, then examine how communication can sell identity or transformation. They consider when marketing supports people and when it becomes manipulative.

Students decode how design, language, price and experience influence perceived value. They learn how brands increase reward, reduce friction and make people feel something.

Students learn how campaigns can make people care about something they usually ignore. They design an attention-grabbing campaign that communicates through absence rather than instruction.

Students explore how AI can support creative work, while learning where human judgement still matters. They build a brand identity under time pressure and test how prompt quality shapes output.

Students start with a real person, not an idea. They interview, identify a deeper problem, prototype a solution and pitch something designed around a genuine user need.

Students bring the full course together by diagnosing a real communication problem, proposing a leadership response and creating a campaign that follows from their insight.