30295 - PSYCHOLOGY OF MARKETING
CLEAM - CLEF - CLEACC - BESS-CLES - WBB - BIEF - BIEM
Course taught in English
Go to class group/s: 31
(1) how the basic principles of psychology constrain and predict consumer perceptions and preferences;
(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 an in-class group presentation on a selected topic. 5% written evaluation of group presentations: each group submit a short (2-page) evaluation of the other groups’ in-class presentations.
- 45% final exam: A 1-hour written exam will consist of multiple-choice and short-answer questions on the materials covered in lectures and class discussion.
For Non-Attending students:
- B.J. Babin, E. Harris, CB 7, Cengage Learning, 2015, 7th Edition.
- 'Selected readings' (journal articles).