Below you can find the course descriptions of the specialization Marketing Communication.
Essentials in Marketing Communication & Consumer Behaviour
- Influencing consumer decision-making
- Information processing
- Individual and social determinants of consumer behaviour
- Consumer environment
When deciding how to market a product or service and how to communicate with consumers, it is vital to understand consumer behaviour and consumer decision-making. In this course, you will examine the dominant theories and models on information processing and consumer behaviour and explore methods and instruments for researching consumer behaviour, based on the relevant literature. During lectures, you will discuss the key concepts and theories of consumer behaviour.
Research Topics in Marketing Communication & Consumer Behaviour
- Concepts in Marketing Communication
- Marketing Research
This course gives you the opportunity to take a deeper look at a particular research problem or issue within a specific topic or theme in marketing communication. You will also have the chance to learn from your fellow students, with ample opportunity to exchange ideas and address research-related concerns. You will meet in small groups of 5 or 6 members once every week, according to the topic or theme selected. A lecturer specializing in a particular research topic or theme will be assigned to your group. The schedule will be finalized after a discussion between the lecturer and the group.
- Dynamics of instrumental, persuasive communication
- Social psychological theories and frameworks
- Communication, attitude change and behaviour
- Automatic and controlled information processes
This course deals with the dynamics of instrumental, persuasive communication. Persuasive messages are ubiquitous and can be found in advertising, political propaganda, public health campaigns, traffic safety programmes, but also in interpersonal social influence schemes, personal selling contexts and direct marketing. Although these messages are widespread and diverse, they are underpinned by a set of shared principles which form the heart of this course. You will discuss the fundamentals that underlie persuasion phenomena, along with their key “theatres of operation”.
In part one of the course, you will look at the social psychological theories and frameworks that are applied to communication and attitude change, resistance to influence, individual differences in susceptibility to persuasive communication, theories on automatic and controlled information processing, the role of persuasion and the link between attitude and behaviour. Part two involves applying these principles to various domains, such as advertising, public health campaigns, bargaining and negotiation. The insights you gain will help you understand and design various types of persuasive communication.
Multisensory Marketing & Product Experience
- Sensory properties of products
- Product experience
- Multisensory experiences
- Sensory brand signature
- Marketing communication strategy
- Design of innovative products
- Multisensory product interactions
People perceive the world around them with their five senses: vision, hearing, touch, smell, and taste. The brain integrates this input to create a stable and meaningful experience of objects and events. The sensory properties of products (e.g. colour, texture, smell, sound) evoke certain product experiences such as luxury, novelty or style. In marketing, it’s important to know how a product’s sensory aspects affect our emotions, memories, preferences, choices, and consumption patterns. In this course, you will discuss the roles played by the senses and how they interact as consumers combine their experiences of different products. Sense information is not isolated but part of an integrated whole. You will examine these links and the ways in which input from different sensory modalities combines to form a holistic product experience. This course will enable you to understand how senses work together to deliver rich and varied multisensory experiences and help you apply these insights to create a sensory brand signature, to develop efficient marketing communication strategy, and to design innovative products that will lead to more pleasurable and memorable multisensory product interactions.
Consumer Experience of the Service Environment
- Managing consumer experiences
- Human cognition
- Emotional experience and behaviour
- Environmental design of the servicescape
- Consumer’s experience and behaviour
Managing consumer experiences is very important for service organizations. Many aspects of the service environment are known to affect human cognition, emotional experience and behaviour. This ‘servicescape’ consists of a complex interaction of social and environmental elements which are experienced as a whole. Within the service environment, customer motivations vary. Depending on the activity at hand (is the consumer performing a complex or simple task?), the situational context (peak or off-peak hours), and the consumer’s emotional and motivational state (pursuing a specific goal or soaking up the environment), the environmental design of the servicescape will impact the consumer’s experience and behaviour. This course will help you understand how environmental design decisions affect attributions, emotions and service evaluations, and how these processes shape consumer experience of the servicescape.
Advanced topics in DIgital Marketing
- Information and Communication Technologies (ICT)
- Latest techniques of digital marketing
- Digital marketing research
- Big Data analytics
- Internet of Things
- Cloud Computing
- Web Analytics techniques for analyzing customer information
- Cognitive Computing
- Decision making using tools based on IBM WATSON® technology (Group Assignment)
The course underlines the strategic and managerial approach in dealing with Digital Marketing issues, offering to participants knowledge and competencies on digital marketing topics, technologies and tactics. You learn more about the basic knowledge areas related to more “traditional” digital marketing topics like e-commerce, online customer behavior, creating of successful online presence and social media marketing. However, the main focus of the course is to provide advanced knowledge, insights and skills needed to manage the fast changing online and mobile commercial environments by shifting from one-way communication to customer engagement, dealing with reputation management, harnessing customer intelligence using techniques for capturing / analyzing customer data and develop innovative products based on the basis of customer data and co-creation.
Design and emotion
- Product appearance
- Product interaction
- Product experience
- Emotion theories
- Emotional user experience
- Context-specific consumer needs
The course consists of three parts:
- In the first series of lectures, theoretical frameworks will be discussed that provide insights into how aspects of product appearance (e.g., shape, colors, materials) and product interaction (e.g., movements, force, feedback) connote affective qualities. In the final lectures of the course, the lectures will focus more specifically on emotion theories that primarily address emotional experiences of end users as a function of specific needs and the context in which products figure (rather than on expressive qualities of products).
- Based on these insights, students will (in pairs or threesomes) design a product with a specific expression.
- In the final part of the course, students will explore context and context-specific consumer needs. Hence, what are specific situations in which the designed product would fit? The idea here is that the product will be appropriate if it meets consumer needs specific to such situations. In this final phase, students will apply appraisal models developed in emotion theory to the specific context under evaluation and reflect on the relationship between product experience and the final emotional user experience.