Course 2016-2017 a.y.

30295 - PSYCHOLOGY OF MARKETING


CLEAM - CLEF - CLEACC - BESS-CLES - WBB - BIEF - BIEM

Department of Marketing

Course taught in English

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)
Course Director:
ZACHARY ESTES

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



Course Objectives

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 learn:

(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.

Course Content Summary

Example Topics:
  • 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.

Detailed Description of Assessment Methods

For Attending students:
  • 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:
100% final written exam on the CB 7 textbook.

Textbooks

For non-attending students:
  • B.J. Babin, E. Harris, CB 7, Cengage Learning, 2015, 7th Edition.
For attending students:
  •  'Selected readings' (journal articles).
Exam textbooks & Online Articles (check availability at the Library)

Prerequisites

Must have completed an introductory Marketing course at Bocconi (30015) or an equivalent course at another university.
Last change 09/06/2016 17:30