Psychology of Marketing - Opinto-opas

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.

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.

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.

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

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

Porvoo Campus

English

16.01.2023 - 19.05.2023

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)

02.01.2023 - 13.01.2023

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.

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VIRTUAL
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Anu Seppänen, Annika Konttinen

15 - 40

TEMPO Degree Programme in Tourism and Event Management

0.00 cr

5.00 cr

H-5