Info
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Course 2018-2019 a.y.

30295 - PSYCHOLOGY OF MARKETING

Department of Marketing

Course taught in English


Go to class group/s: 31

BIG (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08)
Course Director:
ZACHARY ESTES

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


Prerequisites

This course assumes knowledge of the basic principles of marketing, as previously learned in an Introduction to Marketing course.


Mission & Content Summary
MISSION

Much of consumer behavior is motivated by psychological factors and processes, such as emotion, cognition, and social influence. Thus, by understanding consumers’ cognitions and emotions, marketers can add psychological value to consumers’ experiences, and can capture additional economic value in exchange. The main objective of this course is to provide a psychological foundation for understanding consumer behaviors and marketing actions.

CONTENT SUMMARY

Topics include some or all of the following:

  • Evolutionary foundation of consumer behavior.
  • Neuromarketing.
  • Emotion.
  • Attention.
  • Sensory marketing.
  • Memory.
  • Language.
  • Similarity and differentiation.
  • Brand personality.
  • Sex differences in consumer behavior.

Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Define relevant psychological constructs and effects.
  • Describe contemporary models of consumer behavior.
  • Recognize psychological influences on marketing performance.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Identify opportunities to apply psychological theory to marketing problems.
  • Explain marketing successes and failures in terms of consumer psychology.
  • Design marketing actions that add psychological value to economic transactions.

Teaching methods
  • Face-to-face lectures
  • Exercises (exercises, database, software etc.)
  • Individual assignments
  • Group assignments
  • Interactive class activities (role playing, business game, simulation, online forum, instant polls)
DETAILS
  • Class exercises: throughout the semester we complete 6 simple in-class exercises to demonstrate the class topics.
  • Individual assignments: there are 6 readings throughout the semester designated “DS”, for Discussion Sheet. 
  • Group presentation: students form small groups, and give an in-class group presentation on a selected topic.
  • Interactive activity: students submit brief evaluations of all other groups’ presentations.

Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Individual assignment (report, exercise, presentation, project work etc.)
  • x    
  • Group assignment (report, exercise, presentation, project work etc.)
  • x    
  • Peer evaluation
  • x    
    ATTENDING STUDENTS
    • 5% class exercises: throughout the semester we complete 6 simple in-class exercises to demonstrate the class topics. Your participation in these exercises is rewarded on a pass/fail basis, and the number of exercises that you complete (5 max)  determine your grade on this component of the course.
    • 10% discussion sheets: there are 6 readings throughout the semester designated “DS”, for Discussion Sheet. For any 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. Your completion of each DS is rewarded on a pass/fail basis, and the number of sheets that you complete (5 max) determine your grade on this component of the course.
    • 40% group presentation: students  form small groups (5 or 6 members per group), and give an in-class group presentation on a selected topic.
    • 5% evaluation of group presentations: students submit brief evaluations of all other groups’ presentations. These evaluations are rewarded on a pass/fail basis, and the number of evaluations that you complete  determine your grade on this component of the course.
    • 40% final exam: A 1- hour written exam consists of multiple-choice and short-answer questions on the materials covered in lectures.
    NOT ATTENDING STUDENTS
    • 100% final written exam on the assigned textbook. The exam is a 1-hour multiple-choice exam.

    Teaching materials
    ATTENDING STUDENTS

    Teaching materials are announced before the start of the course and indicated or uploaded to the Bboard platform.

    NOT ATTENDING STUDENTS
    • B.J. BABIN, E. HARRIS, CB, Cengage Learning, 2018, 8th edition (please be sure to study the 8th edition. The exam is based on the 8th edition, not the 7th, 6th, or any other edition or textbook. Only the 8th edition is examined).
    Last change 20/06/2018 15:55