Info
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Course 2015-2016 a.y.

30295 - PSYCHOLOGY OF MARKETING


CLEAM - CLEF - CLEACC - BESS-CLES - BIEMF
Department of Marketing

Course taught in English


Go to class group/s: 31

CLEAM (6 credits - I sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - CLEF (6 credits - I sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - CLEACC (6 credits - I sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - BESS-CLES (6 credits - I sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - BIEMF (6 credits - I sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08)
Course Director:
ZACHARY ESTES

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


Course Objectives

The main objective of this course is to provide a psychological foundation for understanding consumer behavior and marketing strategy. The course builds from current psychological theory to understand recent marketing applications. Topics include perception, attention, memory, language, categorization, creativity, social cognition, and personality, and their application to product design, marketing communications, and brand management. Students on this course should learn (1) how the basic principles of psychology constrain and predict consumer perceptions and preferences, and (2) how psychological models can be used to develop effective marketing strategies and campaigns.


Course Content Summary
Example Topics:
  • Perception and sensory marketing.
  • Capturing attention in a crowded market.
  • Perceiving similarity and differentiation.
  • Consumer memory.
  • The language of marketing communication.
  • Marketing emotions.
  • Creative consumption.
  • Brand personality.
  • Social aspects of consumption.

Detailed Description of Assessment Methods
For Attending students:
5% class exercises: Throughout the semester we complete a number of simple in-class exercises to demonstrate the class topics. The participation in each of these exercises is rewarded on a pass/fail basis, and the number of exercises that students participate in  determine their grade on this component of the course.
45% group presentation: students form small groups (5 or 6 members per group), and will give a 30-minute in-class group presentation on a selected topic.
5% written evaluation of group presentations: Each group will submit a short (2-page) evaluation of the other groups’ in-class presentations.
45% research paper: Students will conduct a small research project, and will submit a report describing the project and its results.

For Non - Attending students:
100% final written exam on the assigned textbook (to be determined). The exam will be a 1-hour written exam.

Textbooks

For attending and non attending students:
To be determined.

Prerequisites
None
Last change 27/03/2015 12:44