Psychology of Marketing - MAR015AS3AE - Opinto-opas

Psychology of Marketing, 5 cr - MAR015AS3AE

Upcoming implementations

Psychology of Marketing MAR015AS3AE-3005 18.08.2025-12.12.2025 5 op (NONSTOP, ...) +-
Teaching methods and instruction

This is a virtual course with no contact hours. Independent study in network environment. Feedback provided for parts 1-2. The assessment of one’s own learning 1 h.

Learning material and recommended literature

Material available on the Moodle platform.

Working life connections

The course supports the students in their own research/development project, which is related to the business community.

Campus

Porvoo Campus

Exam dates and re-exam possibilities

Deadlines for the assignments are available on the course Moodle site. No exams on this course.

Teaching language

English

Internationality

International learning materials and assignment contents.

Timing

18.08.2025 - 12.12.2025

Learning assignments

Part 1 = 60 %: The human mind and marketing psychology concepts: Infographics + PowerPoint presentation (or similar, for example Canva) Part 2 = 40 %: Field study: Video OR report You can complete the assignments on your own or with another student.

Content scheduling

Week 34 Study the course description and contents.
Week 35 The human mind - the five senses and emotions.
Week 36 The human mind - happy chemicals and perceptions. Quiz.
Week 37 The human mind – Infographics.
Week 38 Marketing psychology concepts - Gestalt principle and cognitive biases
Week 39 Marketing psychology concepts - Persuasion techniques and Trust
Week 40 Marketing psychology concepts - Sensory marketing
Week 41 Marketing psychology concepts - Neuro marketing
Week 42 Intensive week.
Week 43 Marketing psychology concepts - finalising the assignment. Deadline for Part 1.
Week 44 Field study - choose the concept and target group.
Week 45 Field study - form research questions and and design the research project.
Week 46 Field study - plan and describe the data collection
Week 47 Field study - collect the data
Week 48 Field study - go through the responses and interpret the data. Report your findings.
Week 49 Field study - finalising the assignment. Deadline for Part 2.
Week 50 Official course feedback.
Groups
- NONSTOP
- REE6PC1
- VIRTUAL
- EXCH
Alternative learning methods

Learning by using the work-based learning method “Work&Study” according to on a plan if the learning goals of the course can be obtained through the student´s work or hobby.

Demonstration (of earlier skills and knowledge in the course content).

Teachers

Anu Seppänen, Annika Konttinen

Seats

61 - 100

Further information

Part 1 = 60 %
Part 2 = 40 %

Degree Programme

STEM Sustainable Tourism and Event Management

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5

Current implementations

No ongoing implementations yet.

Past implementations

Psychology of Marketing MAR015AS3AE-3004 19.08.2024-13.12.2024 5 op (NONSTOP, ...) +-
Teaching methods and instruction

This is a virtual course with no contact hours. Independent study in network environment. Feedback provided for parts 1-2. The assessment of one’s own learning 1 h.

Learning material and recommended literature

Material available on the Moodle platform.

Working life connections

The course supports the students in their own research/development project, which is related to the business community.

Campus

Porvoo Campus

Exam dates and re-exam possibilities

Deadlines for the assignments are available on the course Moodle site. No exams on this course.

Teaching language

English

Internationality

International learning materials and assignment contents.

Timing

19.08.2024 - 13.12.2024

Learning assignments

Part 1 = 60 %: The human mind and marketing psychology concepts: Infographics + PowerPoint presentation (or similar, for example Canva) Part 2 = 40 %: Field study: Video OR report You can complete the assignments on your own or with another student.

Enrollment

03.06.2024 - 29.11.2024

Content scheduling

Week 34 Study the course description and contents.
Week 35 The human mind - the five senses and emotions.
Week 36 The human mind - happy chemicals and perceptions. Quiz.
Week 37 The human mind – Infographics.
Week 38 Marketing psychology concepts - Gestalt principle and cognitive biases
Week 39 Marketing psychology concepts - Persuasion techniques and Trust
Week 40 Marketing psychology concepts - Sensory marketing
Week 41 Marketing psychology concepts - Neuro marketing
Week 42 Intensive week.
Week 43 Marketing psychology concepts - finalising the assignment. Deadline for Part 1.
Week 44 Field study - choose the concept and target group.
Week 45 Field study - form research questions and and design the research project.
Week 46 Field study - plan and describe the data collection
Week 47 Field study - collect the data
Week 48 Field study - go through the responses and interpret the data. Report your findings.
Week 49 Field study - finalising the assignment. Deadline for Part 2.
Week 50 Official course feedback.
Groups
- NONSTOP
- VIRTUAL
- EXCH
Alternative learning methods

Learning by using the work-based learning method “Work&Study” according to on a plan if the learning goals of the course can be obtained through the student´s work or hobby.

Demonstration (of earlier skills and knowledge in the course content).

Teachers

Anu Seppänen, Annika Konttinen

Seats

61 - 100

Further information

Part 1 = 60 %
Part 2 = 40 %

Degree Programme

STEM Sustainable Tourism and Event Management

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Psychology of Marketing MAR015AS3AE-3002 25.03.2024-17.05.2024 5 op (CAMPUS24K, ...) +-
Teaching methods and instruction

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.

Working life connections

The course supports the students in their own research/development project which is related to the business community.

Campus

Porvoo Campus

Exam dates and re-exam possibilities

Deadlines of assignments are available on the course Moodle site. No exams for this course.

Teaching language

English

Internationality

International learning materials and assignment contents.

Timing

25.03.2024 - 17.05.2024

Learning assignments

Part 1: How the human mind works Infographics + multiple choice test. Marketing Psychology concepts: PowerPoint presentation (or similar, for example Canva) (60%) Part 2: Field study: Video OR report (40%)

Enrollment

02.01.2024 - 22.03.2024

Content scheduling

Week 13: Study the course description and contents. The human mind - the five senses and emotions.
Week 14: The human mind - happy chemicals and perceptions. Quiz.
Week 15: The human mind – Infographics.
Week 16: Marketing psychology concepts - Gestalt principle and cognitive biases, persuasion techniques and trust
Week 17: Marketing psychology concepts - Sensory marketing and Neuro marketing. Finalising the assignment. Deadline for Part 1.
Week 18: Field study - choose the concept and target group, form research questions and and design the research project.
Week 19: Field study - plan and describe the data collection AND collect the data.
Week 20: Field study - go through the responses and interpret the data. Report your findings. Deadline for Part 2 and official course feedback.
Groups
- CAMPUS24K
- VIRTUAL
- RE4PC1
- EXCH
Teachers

Anu Seppänen, Annika Konttinen

Seats

25 - 70

Degree Programme

RESTO Restonomi

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5

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

Part 1 - 60 %: How the human mind works and Marketing psychology concepts
Part 2 - 40 %: Field study

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

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.

Journals and magazines (e.g., Journal of Marketing; Psychology & Marketing), studies by international organisations, thinktanks, market research agencies and management consultancy companies, and other electronic sources.

(recommended)
Andrews, M., van Leeuwen, M. & van Baaren, R. (2014). Hidden persuasion: 33 psychological influence techniques in advertising.
Fennis, B.M. & Stroebe, W. (2021).The Psychology of Advertising.
Ferrier, A. & Fleming, J. (2014). The advertising effect: how to change behaviour.
Krishna, A. (2013). Customer sense: how the 5 senses influence buying behavior.
Kiuru, T. (2019). Experience is the new marketing: Guide to world-class brand experiences.
Nahai, N. (2017). Webs of influence - the psychology of online persuasion: the secret strategies that make us click.
Sweezey, M. (2020). The context marketing revolution: how to motivate buyers in the age of infinite media.

On this course, you will find out how motivation, perception, emotions, attitudes, beliefs, and the five senses along with lifestyle, affect consumer behaviour and how to use them to appeal to customers. When you realise how the human mind works, you will grow better in building relationships and loyalty between brands and consumers. With an understanding of how psychology can be applied to marketing communications and actions, you will have a competitive advantage in planning successful marketing strategies and campaigns. With the superpower of marketing psychology, you will be able to consider opportunities that will help a business thrive or tackle a change that a company needs to be prepared for serving the market better. The module advances the following competences: marketing insights, emotional and social intelligence, analytical and strategic thinking, creativity and future orientation, customer experience management.

Part 1: 60 % (Infographics + Powerpoint or similar
Part 2: 40 % (Video/Report)

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

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.

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.

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.