30295 - PSYCHOLOGY OF MARKETING
Course offered to incoming exchange students
Department of Marketing
JOACHIM VOSGERAU
Suggested background knowledge
Mission & Content Summary
MISSION
CONTENT SUMMARY
Topics include some or all of the following:
· Evolutionary foundation of consumer behavior.
· Neuromarketing.
· Emotion.
· Attention.
· Sensory marketing.
· Memory.
· Language.
· Brand personality.
· Social and personal influences.
· Advertising.
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
- Define relevant psychological constructs and effects.
- Describe contemporary models of consumer behavior.
- Recognize psychological influences on marketing performance.
APPLYING KNOWLEDGE AND UNDERSTANDING
- Define relevant psychological constructs and effects.
- Describe contemporary models of consumer behavior.
- Recognize psychological influences on marketing performance.
Teaching methods
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Individual assignments
- Group assignments
DETAILS
Individual assignments: there are assigned readings throughout the semester, and for each one, students submit a brief (1-page) summary of the reading.
Group presentation: students form small groups, and give an in-class group presentation on a selected topic.
Assessment methods
Continuous assessment | Partial exams | General exam | |
---|---|---|---|
|
x | ||
|
x | ||
|
x |
ATTENDING STUDENTS
10% discussion sheets: There are 5 readings throughout the semester designated “DS”, for Discussion Sheet. For all 5 of these readings you must submit a brief report (DS) of your reflections on the reading and any questions that arose from the reading. Discussion sheets must be submitted, using the provided form, via the course website at least one hour prior to the class for which it is assigned. No exceptions will be made. Your completion of each DS will be rewarded on a pass/fail basis, and the number of DSs that you complete successfully will determine your grade on this component of the course.
40% group presentation: Students will form small groups, and will give an in-class group presentation on a selected topic.
50% final exam: A 1-hour written exam will consist of multiple-choice, fill-in-the-blank, diagram, and short-answer questions on the materials covered in class.
NOT ATTENDING STUDENTS
100% final written exam on the assigned textbook. The exam is a 1-hour multiple-choice exam.
Teaching materials
ATTENDING STUDENTS
DS1 Blake, A. B., Nazarian, M., & Castel, A. D. (2015). The Apple of the mind’s eye: Everyday attention, metamemory, and reconstructive memory for the Apple logo. Quarterly Journal of Experimental Psychology, 68, 858-865.
DS2 Dass, M., Kohli, C., Kumar, P., & Thomas, S. (2014). A study of the antecedents of slogan liking. Journal of Business Research, 67(12), 2504-2511.
DS3 Kohli, C., & Suri, R. (2002). Creating effective logos: Insights from theory and practice. Business Horizons, 45(3), 58-64.
DS4 Peck, J., & Childers, T. L. (2006). If I touch it I have to have it: Individual and environmental influences on impulse purchasing. Journal of Business Research, 59, 765-769.
DS5 Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472-482.
NOT ATTENDING STUDENTS
Babin, B. J., & Harris, E. (2018). CB (8th Edition). Cengage Learning.