The importance of psychology in the development of effective marketing has long been expressed in marketing models, methods and practice. However, it is only in recent years that the development of cost-effective brain science and technology has begun to inform and influence marketing theories. The emergence of neuropsychology has coincided with the mobile Internet revolution that has suddenly made available a wealth of automatically collected behavioral data, along with explicitly entered personal data. This growth of data, technology and marketing science has led to a deep understanding and application of human experience, decision-making, memory and social motivations in marketing planning, design and execution.
In 2014, the UK government became the first to setup a behavioral science tactical unit in the Prime Minister’s Office. Google, Rakuten, Tencent and AirBnB have since developed psychology and behavioral science teams to complement their core business and communications divisions. Through 6 interactive modules, this course will verse students in the current cutting-edge marketing psychology and its application in real-world marketing campaigns.
This course is intended for students who wish to adopt human-centered perspective on marketing strategy and tactics. At the end of the course, students should be able to understand and communicate the key theories of psychology that are used in marketing, and apply the principles and methods to maximize marketing effectiveness.
THEME: Introduction to Marketing Psychology
CASE: ・Consumerology: The Market Research Myth, The Truth About Consumers, and The Psychology of Shopping ・The Dark Knight ARG Launch Campaign ・Inside the Nudge Unit: how small changes can make a big difference
THEME: Neuromarketing – Inside the Mind of the Consumer
CASE: ・Understanding the Psychology of Twitter ・Neuromarketing: Inside the Mind of the Consumer ・Thinking, Fast and Slow
THEME: Improving Brand Recognition and Recall
CASE: ・Something in the Air ・The Man Your Man Could Smell Like ・Is There a Buy Button Inside the Brain
THEME: Purchasing, Brand Loyalty and Build Habits
CASE: ・Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping ・How Customers Get Hooked on Products ・Are we in control of our own decisions?
THEME: Identity, Society and the Digital-Tribe mentality in Marketing
CASE: ・Consumer Culture and Postmodernism ・How Games Move Us: Emotion by Design ・BBC Three Secrets of the Superbrands (Technology)
THEME: Group Presentation and the Psychology of Artificial Intelligence in Marketing
CASE: ・Designing with the Mind in Mind ・Revolutions That’ll Transform How We Live, Work & Think
*Due to the characteristics of the course, application of the substitute class and leave of absence system is not available.
