Module BUSS3211: MARKETING PSYCHOLOGY

Department: Business School (Business) [Queen's Campus, Stockton]

BUSS3211: MARKETING PSYCHOLOGY

Prerequisites

• Marketing Principles

Corequisites

• None.

Excluded Combination of Modules

• None.

Aims

• To enable students to explore issues around consumer cognitive response to marketing stimuli. The module will therefore assist students in developing a critical knowledge of the central tenets of consumer psychology, together with its implications for marketing practice. It will apply and critically assess a broad range of psychological frameworks in the context of contemporary business practice and the consumer society. Students will be encouraged to engage with research material from both a practical and theoretical perspective and to consider the synthesis of ideas.
• To address analytical, collaborative and action mindsets

Content

• Stages in Decision-Making
• Information processing, Attention, Arousal, Involvement & Motivation, Satisfaction & consumer attitudes
• Influences on Decision-Making
• Situational & Environmental Influences, Group Influences, Individual Influences
• Marketing Psychology Applications Consumer Research, Learning and Influence, Market segmentation & positioning, Brand equity

Learning Outcomes

• A critical awareness of the latest research issues and instruments in Marketing Psychology, including qualitative and quantitative data collection, analysis, and interpretation.
• A critical understanding of the psychology of individual, situational, environmental and cultural (inter-personal) influences on behaviour;
• A critical awareness of the decision-making processes that individuals undertake;
• An appreciation of why and how this understanding of psychology is important for marketing.

• Ability to observe, interpret and demonstrate marketing psychology in action.
• Ability to critically evaluate their own behaviours as consumers.
• Ability to develop and evaluate marketing strategies in the light of marketing psychology theory.
• Ability to consider and develop marketing strategies utilising a detailed understanding of the consumers’ motivators and behaviours.

• Skills of critical thinking, analysis and synthesis; ability to communicate effectively in writing on specialised subject areas

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• Teaching will be via lectures, discussing the key conceptual and theoretical ideas in marketing psychology. These ideas will be put into practice in group-work, supported by surgery sessions and specialist tutorials. Strong emphasis is placed on group participation developing the students’ inter-personal and team working skills. Students will be expected to prepare for lectures through identified readings and exercises.
• All students will pursue their personal development by taking part in presentations and group work. Students will be expected to argue and defend their conclusions drawn from research in discussions with the lecturer responsible for the module and their peers.
• Formative assessment is by means of one group presentation. Summative assessment is by means of one written report and one examination.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

One group seminar presentation/poster.

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University