Kevät | Täynnä
Opintojakson nimi Psychology of Marketing
Opintojakson ajankohta 25.03.2024 - 17.05.2024
Korkeakoulu Haaga-Helia ammattikorkeakoulu
Opintojakson kieli Englanti
Opintopisteet 5 OP

Opintojakson ala Yhteiskuntatieteiden, liiketalouden ja hallinnon ala
Opettaja Annika Konttinen
Email
Tarjotaan avoimen opiskelijoille Ei
Taso AMK

Ilmoittautumiskäytäntöihin liittyvät kyselyt
Ilmoittautumisaika 20.11.2023 - 01.03.2024
Ilmoittautumistiedot

Psychology of Marketing

25.03.2024 - 17.05.2024

Opintojakson kuvaus

On this course, you will find out how motivation, perception, emotions, attitudes, beliefs, and the five senses along with lifestyle, affect consumer behaviour and how to use them to appeal to customers. When you realise how the human mind works, you will grow better in building relationships and loyalty between brands and consumers. With an understanding of how psychology can be applied to marketing communications and actions, you will have a competitive advantage in planning successful marketing strategies and campaigns. With the superpower of marketing psychology, you will be able to consider opportunities that will help a business thrive or tackle a change that a company needs to be prepared for serving the market better. The module advances the following competences: marketing insights, emotional and social intelligence, analytical and strategic thinking, creativity and future orientation, customer experience management.

Upon completion of the course, the student is able to

  • see how the psychology of marketing creates success for businesses (e.g., altering the positioning in the marketplace or the design of the product)
  • understand consumer behaviour and the underlying patterns which impact the buying decisions of customers (e.g., engaging the five senses)
  • recognise factors that help in motivating, influencing, persuading and convincing consumers (e.g., what colours and words are the most powerful)
  • research psychological theories to discover new possibilities and opportunities in marketing
  • study the application of psychology in a marketing case both offline and online
  • create a marketing message with emotional appeal

Contents

  • Part 1 (1 cr): How the human mind works
    • feelings, thoughts, emotions,
    • five senses
    • chemicals: dopamine, endorphin, oxytocin, serotonin and cortisol
    • perception, motivation, learning, beliefs and attitudes
  • Part 2 (2 cr): Marketing psychology concepts
    • Introduction to a variety of psychological and behavioural concepts widely used in marketing: decoy effect, Gestalt principle, social proof, frequency illusion, reciprocity, sensory marketing, neuromarketing, etc.
  • Part 3 (2 cr)
    • Field study: goals, methods, process, results and conclusions (including advertisement analysis)
    • Creation of a marketing message with emotional appeal

Arviointikriteerit

  • Part 1: Video OR other visuals, e.g., infographics (20%)
  • Part 2: Report (40%)
  • Part 3: Video OR report (40%)

Assessment criteria – grade 1

The student is aware of the importance of the psychology of marketing for the success of businesses and individuals. (S)he somewhat understands the role of feelings, emotions and thoughts in human behaviour. The student finds it challenging to identify patterns that affect consumer behaviour. S(he) has basic understanding of factors that help in motivating, persuading and influencing consumers. The student needs help in finding examples of psychology in marketing. S(he) can create a simple marketing message with some emotional appeal in it.

Assessment criteria – grade 3

The student can explain the importance of the psychology of marketing for the success of businesses and individuals. (S)he understands the role of feelings, emotions and thoughts in human behaviour rather well. The student is able to identify and describe patterns that affect consumer behaviour. S(he) has a fairly good understanding of factors that help in motivating, persuading and influencing consumers. The student is able to study examples of psychology in marketing and create a marketing message with emotional appeal.

Assessment criteria – grade 5

The student can explain and justify the importance of the psychology of marketing for the success of businesses and individuals. (S)he understands and can present the role of feelings, emotions and thoughts in human behaviour very well. The student is able to identify, describe and analyse patterns that affect consumer behaviour. S(he) has a very good understanding of factors that help in motivating, persuading and influencing consumers. The student is able to plan, implement and evaluate a study with examples of psychology in marketing. S(he) can create a compelling and effective marketing message with strong emotional appeal.

Opintojakson työskentelytavat ja aikataulutus

This is a virtual course with no contact hours.

Opintojakson tiedot

Study material

Journals and magazines (e.g., Journal of Marketing; Psychology & Marketing), studies by international organisations, thinktanks, market research agencies and management consultancy companies, and other electronic sources.

Ilmoittautumistiedot

Enrolment link above. Please note if the course is not available on the enrolment list it is already full.

Haaga-Helia students enrol to the course (MAR015AS3AE) during Haaga-Helia enrolment period through Peppi.