•   Psychology of Marketing MAR015AS3AE-3005 18.08.2025-12.12.2025  5   (NONSTOP, ...) +-
    Learning objectives
    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
    Contents
    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.
    Assessment criteria
    Assessment criteria - grade 1
    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.
    Assessment criteria - grade 3
    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.
    Assessment criteria - grade 5
    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.
    Further information
    Part 1: 60 % (Infographics + Powerpoint or similar
    Part 2: 40 % (Video/Report)

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