Psychology of Marketing (5 cr)

Evaluation scale

H-5

Schedule

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.

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.

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)