Psychology of Marketing - MAR015AS3AE - Opinto-opas

Psychology of Marketing, 5 cr - MAR015AS3AE

Upcoming implementations

No upcoming implementations yet.

Current implementations

Psychology of Marketing MAR015AS3AE-3001 16.01.2023-19.05.2023 5 op (PO5, ...) +-
Campus

Porvoo Campus

Teaching language

English

Timing

16.01.2023 - 19.05.2023

Learning assignments

Pre-assignment (video) Part 1 (The human mind): Infographics + multiple choice test (20%) Part 2 (Marketing Psychology concepts): PowerPoint presentation (or similar, for example Canva) (40%) Part 3 (Field study): Video OR report (40%) Reflection on learning (video or written format)

Enrollment

02.01.2023 - 13.01.2023

Content scheduling

Week 3 Study the course description and contents. Submit the pre-assignment.

Week 4 The human mind - the five senses and emotions.

Week 5 The human mind - happy chemicals and perceptions. Quiz.

Week 6 The human mind – Infographics. Deadline for Part 1.

Week 7 Marketing psychology concepts - Gestalt principle and cognitive biases

Week 8 Intensive week.

Week 9 Marketing psychology concepts - Persuasion techniques and Trust

Week 10 Marketing psychology concepts - Sensory marketing

Week 11 Marketing psychology concepts - Neuro marketing

Week 12 Intensive week.

Week 13 Marketing psychology concepts - finalising the assignment. Deadline for Part 2.

Week 14 Field study - choose the concept and target group.

Week 15 Field study - form research questions and and design the research project.

Week 16 Field study - plan and describe the data collection

Week 17 Field study - collect the data

Week 18 Field study - go through the responses and interpret the data. Report your findings.

Week 19 Field study - finalising the assignment. Deadline for Part 3.

Week 20 Deadline for the post-assignment and official course feedback.
Groups
- PO5
- 02HAAGAVV
- VIRTUAL
- EXCH
Teachers

Anu Seppänen, Annika Konttinen

Seats

15 - 40

Degree Programme

TEMPO Degree Programme in Tourism and Event Management

Virtual proportion

5 cr

Evaluation scale

H-5

Past implementations

No past implementations yet.

Upon completion of the course, the student is able to
• see how the psychology of marketing creates success for businesses (e.g., altering the positioning in the marketplace or the design of the product)
• understand consumer behaviour and the underlying patterns which impact the buying decisions of customers (e.g., engaging the five senses)
• recognise factors that help in motivating, influencing, persuading and convincing consumers (e.g., what colours and words are the most powerful)
• research psychological theories to discover new possibilities and opportunities in marketing
• study the application of psychology in a marketing case both offline and online
• create a marketing message with emotional appeal

Part 1 (1 cr): How the human mind works
• feelings, thoughts, emotions,
• five senses
• chemicals: dopamine, endorphin, oxytocin, serotonin and cortisol
• perception, motivation, learning, beliefs and attitudes
Part 2 (2 cr): Marketing psychology concepts
• Introduction to a variety of psychological and behavioural concepts widely used in marketing: decoy effect, Gestalt principle, social proof, frequency illusion, reciprocity, sensory marketing, neuromarketing, etc.
Part 3 (2 cr)
• Field study: goals, methods, process, results and conclusions (including advertisement analysis)
• Creation of a marketing message with emotional appeal

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: Video OR other visuals, e.g., infographics (20%)
Part 2: Report (40%)
Part 3: Video OR report (40%)

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