At the end of this course, students will be able to:
|Relation with the final attainment targets:
||explain and describe the fundamentals and the latest insights into the role of marketing communications within the marketing eco-system;
||identify and explain relevant theories relating to the offline and online communication of companies and their brands and their influence on the behaviour of consumers;
||describe how offline and online (marketing) communication tools can be used to influence the attitude and behaviour of consumers;
||evaluate the effectiveness of marketing communication tools in relation to marketing communication objectives in light of the discussed theories.
||3.2, 3.4, 3.5, 3.6.
Within marketing you need marketing communications (one way and two-way) to help build and maintain brands that are bought by consumers or businesses. Before marketing communications can be of influence however, it has to be perceived, processed, stored, maintained and activated. In other words knowledge and understanding of consumer psychology is essential. And since most decisions are made on an unconscious level it is therefore especially important to understand the processes and the marketing communication tactics that are more suitable for this. This does, however, have ethical ramifications though. This course will touch upon all these important topics using the latest relevant consumer psychology theories.|
As part of the course we will always discuss the latest trends within the field of marketing communication tactics e.g. digital media, brand activation programs, augmented reality, storytelling, virality, influencer marketing, native advertising, content marketing, psychological targeting, co-creation and social media. During the lectures students will be stimulated to discuss various marketing communication cases and journal articles. The focus will be on the effective use of psychological theories towards the application of on and offline advertising and other marketing communications activities to achieve business success.
If their examination board and programme board allows it. Students from the following UT master programmes can follow this course: BA, IDE and PSY.