Psychology of MarketingLaajuus (5 cr)

Learning objectives

Upon completion of the course, the student is able to
• see how the psychology of marketing creates success for businesses
• understand consumer behaviour and the underlying patterns which impact the buying decisions of customers
• recognise factors that help in motivating, influencing, persuading and convincing consumers
• research psychological theories to discover new possibilities and opportunities in marketing
• study the application of psychology in a marketing case both offline and online
• understand how to create a marketing message with emotional appeal

Contents

Part 1 How the human mind works
Part 2 Marketing psychology concepts
Part 3 Field study

You can do the assignments on your own or with another student.

Lähtötaso ja sidonnaisuudet muihin opintojaksoihin

Courses on Haaga-Helia key competences.

Implementation methods, demonstration and Work&Study

This is a virtual course with no contact hours. Independent study in network environment. Written feedback provided. The assessment of one’s own learning 1 h.

If students have acquired the required competence in previous work tasks, recreational activities or on another course, they can show the competence with a demonstration and progress faster through their studies.

Assessment criteria - grade 1

The student is aware of the importance of the psychology of marketing for the success of businesses and individuals. The student somewhat understands the role of feelings, emotions and thoughts in human behaviour. The student finds it challenging to identify patterns that affect consumer behaviour. The student has basic understanding of factors that help in motivating, persuading and influencing consumers. The student needs help in finding examples of psychology in marketing. The student has some understanding of how to create a simple marketing message with some emotional appeal in it.

Assessment criteria - grade 3

The student can explain the importance of the psychology of marketing for the success of businesses and individuals. The student understands the role of feelings, emotions and thoughts in human behaviour rather well. The student is able to identify and describe patterns that affect consumer behaviour. The student has a fairly good understanding of factors that help in motivating, persuading and influencing consumers. The student is able to study examples of psychology in marketing and understand how create a marketing message with emotional appeal.

Assessment criteria - grade 5

The student can explain and justify the importance of the psychology of marketing for the success of businesses and individuals. The student understands and can present the role of feelings, emotions and thoughts in human behaviour very well. The student is able to identify, describe and analyse patterns that affect consumer behaviour. The student has a very good understanding of factors that help in motivating, persuading and influencing consumers. The student is able to plan, implement and evaluate a study with examples of psychology in marketing. The student understands how to create a compelling and effective marketing message with strong emotional appeal.

Assessment criteria, approved/failed

Part 1 How the human mind works: Quiz (20%)
Part 2 Marketing psychology concepts: Visual presentation (30%)
Part 3 Field study: Report (50%)

You can do the assignments on your own or with another student.

Learning materials

Marketing psychology books, journals and magazines (e.g., Journal of Marketing; Psychology & Marketing), studies by international organisations, thinktanks, market research agencies and management consultancy companies, and other relevant sources can be found on the course Moodle site.