Psychology of Marketing (5 cr)

Evaluation scale

H-5

Schedule

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.
Week 37 The human mind – Part 1 Quiz.
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 visual presentation. Deadline for Part 2.
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 study report. Deadline for Part 3.
Week 50 Official course feedback.

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.

Intro

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.

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.

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.

Working life connections

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

Exam dates and re-exam possibilities

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

Internationality

International learning materials and assignment contents.

Completion alternatives

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).

Learning assignments

Part 1 How the human mind works: Quiz
Part 2 Marketing psychology concepts: Visual presentation
Part 3 Field study: Report

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

Assessment methods

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