Digital Marketing Psychology

Course Objectives

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.

 

Course Details

Programs: Full-time MBA, Part-time MBA
Discipline: Special Course
Course Level: Specialized Course
Special Features: None
Required/Elective Course: Elective Course
Number of Credits: 1.5
Report: Day 6
Hours Per Class: 3 hours
Class Capacity: 35

*Due to the characteristics of the course, application of the substitute class and leave of absence system is not available.

 

Theme/Reading Materials

Day 1
Session A
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

Session B
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

 
Day 2
Session A
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

Session B
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

 
Day 3
Session A
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

Session B
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

 
Day 4
Session A
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

Predictably Irrational - basic human motivations

Session B
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

Predictably Irrational - basic human motivations

 
Day 5
Session A
THEME Identity, Society and the Digital-Tribe mentality in Marketing
CASE

Consumer Culture and Postmodernism

How Games Move Us: Emotion by Design

Session B
THEME Identity, Society and the Digital-Tribe mentality in Marketing
CASE

Consumer Culture and Postmodernism

How Games Move Us: Emotion by Design

 
Day 6
Session A
THEME Group Presentation and the Psychology of Artificial Intelligence in Marketing
CASE

Designing with the Mind in Mind

Big Data: A revolution that will transform

Session B
THEME Group Presentation and the Psychology of Artificial Intelligence in Marketing
CASE

Designing with the Mind in Mind

Big Data: A revolution that will transform

Faculty

David Williams
David Williams
Marketing and Strategy
Dr. David Williams is the founder and lead digital strategist of Global Digital Mojo and Adjunct Professor at the School of Design of Hong Kong Polytechnic University. He holds a PhD in Cognitive Psychology and has over 20 years of experience in commercial digital experience innovation.