Sustainable Development Goals
Abstract/Objectives
Marketing is an essential function of business and can even be considered the core of business operations, encompassing brand establishment, image management, customer loyalty cultivation, product promotion, and public relations planning. By using social psychology and statistical analysis methods, insights can be developed into consumer behavior, decision-making processes, and psychological mechanisms, providing valuable support for market strategies. Since regular courses focus more on theory than practical applications, the student wishes to deepen her understanding of marketing through self-directed learning, enhance her practical skills, and effectively apply her psychology expertise to the marketing field.
Results/Contributions

The core objective of this self-directed learning plan is to enhance marketing skills through a structured and time- managed approach. Spanning a 16-week learning process, the plan is divided into three phases: knowledge building, software application learning, and practical implementation.


In the knowledge-building phase, books, research papers, and lecture materials are utilized to understand foundational theories on brand image, consumer behavior, and market analysis, laying the groundwork for practical applications.

During the software application learning phase, the basic operations of Adobe Illustrator and Photoshop are practiced,

culminating in the creation of a small project. Additionally, Power BI is utilized to develop interactive reports, enabling data visualization for quick sales insights.


In the final practical implementation phase, all acquired knowledge is integrated to conduct market research and create an analytical report exploring "the impact of brand style and personality on purchasing behavior." Consumer preference data is collected through surveys and analyzed using Power BI for cross-analysis and visual presentation. The findings suggest that different brand images significantly influence consumer purchasing decisions.

Overall, this self-directed learning combines theoretical knowledge with practical applications, enhancing the student’s professional marketing skills

while strengthening self-learning and problem-solving abilities.

Keywords
marketing, psychology, brand image, tools application