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 O2O Marketing 
CASE The Dark Knight ARG Launch campaign
Session B
THEME Introduction to Applied Psychology
CASE The Nudge team at UK Government Cabinet Office
Day 2
Session A
THEME Neuromarketing 1
CASE Twitter
Session B
THEME Neuromarketing 2
CASE GoogleAds
Day 3
Session A
THEME Improving Brand Recognition and Recall
CASE Singapore Airlines
Session B
THEME Improving Brand Recognition and Recall
CASE Old Spice
Day 4
Session A
THEME Psychonomics, eCommerce Decision Making and Purchasing
CASE UK government BIT team
Session B
THEME Trust and Brand Loyalty
Day 5
Session A
THEME Identity
Session B
THEME Society and the Digital-Tribe mentality
CASE Apple
Day 6
Session A
THEME AI: Modelling the Mind
CASE Google Deepmind
Session B
THEME Psychological profiling using big (and small) data
CASE Cambridge Analytica and Facebook


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.