B004755 - PSYCOLOGY OF MARKETING AND ADVERTIZING

Italian

The origin and the evolution of marketing; the role of the marketing information system and the importance of market research; the brand new role; the theories of marketing communication; the role of advertising and of public relations in marketing; the consumer psychology and the consumer behaviour.

Blythe, J., & Cedrola, E. (2010). Fondamenti di marketing [Marketing fundamentals] (2nd ed.). Milano: Pearson.

Siri, G. (2001). La psiche del consumo [The consumer psyche] (2nd ed.). Milano: FrancoAngeli.

Mancini, G. A., Russo, V., & Bellotto, M. (2010). Psicologia della pubblicità [Advertizing psychology]. Firenze: Giunti-OS.

Knowledge and understanding

The program of “Marketing and Advertising Psychology” aims to offer the student an introduction to the main theories and research in marketing and advertising psychology field to address issues related to the design and application of interventions in this field.
Course topics will concern the origin and the evolution of marketing; the role of the marketing information system and the importance of market research; the brand new role; the theories of marketing communication; the role of advertising and of public relations in marketing; the consumer psychology and the consumer behaviour.
These topics will be addressed with particular attention to themes of methodology of marketing and advertising psychology field.

Applying knowledge and understanding

The course will provide students with the indications necessary to seek current sources and materials with which to compare; design marketing and advertising actions appropriate to the request, recipients and contexts of application.
Such knowledge and understanding capacities will be exerted through the learning of different tools and methods of research of the sources in relation to interventions.

Making judgements

Particular emphasis will be given to the identification of the strengths and critical areas of different actions in marketing and advertising psychology field in relation to different contexts of application based on the results of the research in this field.
This autonomy will be favored even taking into account some of the more recent contributions of psychological research in marketing and advertising field.

Communication skills

The course will provide students with the knowledge and stimuli necessary to present, discuss and apply theories, models, interventions and tools in the marketing and advertising psychology field. It will also provide an opportunity for students to test themselves on these topics in specially created simulation contexts.

Learning skills

The themes and methods used in the course “Marketing and Advertising Psychology” are fundamental to acquire self-learning and self-updating capacity in relation to the discipline, also experimenting aspects of complexity inherent in communicative interactions linked to interventions and to different interaction modalities in reference to the targets.

None

Knowledge and understanding

- Lectures; reading of suggested research articles; autonomous research through sources.

Applying knowledge and understanding

- Individual exercises, group exercises, group work on specific themes, on different tools and on intervention methods.

Making judgments

- Autonomous bibliographic research, retrieval of international research and intervention articles in marketing and advertising psychology field, comparative evaluation of materials with corresponding arguments.

Communication skills

- Preparation of group work to be presented in differentiated communicative situations.

Learning skills

- Facilitation of autonomy in research and selection of materials, in structuring of questions for learning and in problem solving related to the research of appropriate answers.

None

Knowledge and understanding

- Previous written verification composed of multiple choice questions and open-ended questions; oral.

Applying knowledge and understanding

- Intermediate tests in which students will present both individually and in group the analysis of exercises carried out on the different tools and methods in marketing and advertising psychology field.
- Previous written verification and oral.

Making judgments

- Choice, interpretation, argumentation and evaluation of research and intervention articles related to marketing and advertising psychology.
- Presentation of issues related to marketing and advertising actions in which students are asked to give reasons for their answers based on research results, through open-ended questions and oral questions.

Communication skills

- Presentation of individual work and group work. Simulation contexts. Oral.

Learning skills

- Evaluation of materials derived from autonomous research and evaluation of the relative study results. Evaluation of learning achieved in relation to the proposed materials of study. Intermediate tests, previous written verification and oral.

The origin and the evolution of marketing; the role of the marketing information system and the importance of market research; the brand new role; the theories of marketing communication; the role of advertising and of public relations in marketing; the consumer psychology and the consumer behaviour.