Course 2024-2025 a.y.

30295 - PSYCHOLOGY OF MARKETING

Department of Marketing

Course taught in English

Class timetable
Exam timetable
Go to class group/s: 31
CLEAM (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - CLEF (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - CLEACC (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - BESS-CLES (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - WBB (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - BIEF (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - BIEM (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - BIG (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - BEMACS (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08) - BAI (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08)
Course Director:
JOACHIM VOSGERAU

Classes: 31 (II sem.)
Instructors:
Class 31: JOACHIM VOSGERAU


Suggested background knowledge

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.

·         Brand personality.

·         Social and personal influences.

·         Advertising.


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...
  • Define relevant psychological constructs and effects.
  • Describe contemporary models of consumer behavior.
  • Recognize psychological influences on marketing performance.

Teaching methods

  • Lectures
  • Practical Exercises
  • Individual works / Assignments
  • Collaborative Works / 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
  • Written individual exam (traditional/online)
     x
  • Individual Works/ Assignment (report, exercise, presentation, project work etc.)
 x    
  • Collaborative Works / Assignment (report, exercise, presentation, project work etc.)
 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.

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