30295 - PSYCHOLOGY OF MARKETING
CLEAM - CLEF - CLEACC - BESS-CLES - BIEMF
Course taught in English
Go to class group/s: 31
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.
- 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.
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.
For attending and non attending students:
To be determined.