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.

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.

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.

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

Porvoo Campus

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

English

International learning materials and assignment contents.

25.03.2024 - 17.05.2024

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%)

02.01.2024 - 22.03.2024

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.

CAMPUS24K
VIRTUAL
RE4PC1
EXCH

Anu Seppänen, Annika Konttinen

25 - 70

RESTO Restonomi

0.00 cr

5.00 cr

H-5