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Course 2012-2013 a.y.

20432 - THE PSYCHOLOGY OF MARKETING: FROM NEURAL NETWORKS TO SOCIAL NETWORKS


CLMG - M - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT
Department of Marketing

Course taught in English


Go to class group/s: 31

CLMG (6 credits - II sem. - OP  |  SECS-P/08) - M (6 credits - II sem. - OP  |  SECS-P/08) - IM (6 credits - II sem. - OP  |  SECS-P/08) - MM (6 credits - II sem. - OP  |  SECS-P/08) - AFC (6 credits - II sem. - OP  |  SECS-P/08) - CLAPI (6 credits - II sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - II sem. - OP  |  SECS-P/08) - CLELI (6 credits - II sem. - OP  |  SECS-P/08) - ACME (6 credits - II sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - II sem. - OP  |  SECS-P/08) - EMIT (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
ZACHARY ESTES

Classes: 31 (II sem.)
Instructors:
Class 31: ZACHARY ESTES


Course Objectives

The main objective of this course is to provide a psychological foundation for understanding marketing and consumer behavior. The course consists of two sections, both of which build from current psychological theory to understand recent marketing applications.

The first section, Neural Networks, focuses on the individual consumer. Topics include neuroscience and the perceptual sciences, with application to consumer perceptions, attention, and preferences (i.e., neuromarketing).

The second section, Social Networks, focuses on the individual within a social group. Topics include language, emotion, and social cognition, as applied to marketing communications, consumer groups, and social media marketing.

Students on this course learn:

  • how the basic principles of neuroscience constrain and predict consumer perceptions and preferences;
  • how psychological models of attention and memory can be used to develop effective marketing strategies and campaigns;
  • how language and emotion influence consumer behavior;
  • how individuals and groups engage with social media.

Course Content Summary

Section 1: Neural Networks

  • The brain: A marketer’s guide
  • Capturing attention in a crowded market
  • Perceiving similarity and differentiation
  • Consumer memory and neuromarketing

Section 2: Social Networks

  • The language of marketing communication
  • Marketing emotions
  • Consumer groups
  • Social media marketing

Detailed Description of Assessment Methods

Attending students

  • 5%class exercises: throughout the semester we will complete a number of simple in-class exercises to demonstrate the class topics. Your participation in each of these exercises will be rewarded on a pass/fail basis, and the number of exercises that you participate in will determine your grade on this component of the course.
  • 40% class presentation: Students will form small groups (approximately 5 members per group), will select a topic, and will give a 30-minute group presentation on the selected topic.
  • 10% written evaluation of class presentations: Each group will submit a short (1-2 page) evaluation of the other groups’ class presentations.
  • 45% final written exam: on material covered in lectures and readings  the course.

 

Non Attending Students

  • final exam on selected readings (100% of the final grade)

Textbooks

Attending Students

Selected readings (reading list provided at beginning of course)


Non Attending Students

Selected readings (reading list provided at beginning of course)

Exam textbooks & Online Articles (check availability at the Library)
Last change 10/05/2012 11:26
 

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