Psychology of Marketing (5 cr)

Evaluation scale

H-5

Schedule

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.

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.

Teaching methods and instruction

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.

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

Internationality

International learning materials and assignment contents.

Learning assignments

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%)