Brand Development and Psychology of Marketing
This course aims to help both Business Developers and Marketing Communication Managers understand the framework of engaging with real projects, while developing an essential and digitally relevant advertising skills. Getting to know the modern business marketing from different perspectives (Psychology, Art, Media, Communication theories) and operations (Graphic and Web Designers, PR, Marketing and Brand Managers), while approaching the chosen business environment strategically, whether it is in an innovative start up or the industrially well-developed industry. The main purpose of this course is to teach them how to think and how to unlock their inner potentials, how to reshape their skills and interests in a business-related manner.
Course Content Summary
This course will examine international business and marketing management (branding, competition, buyer, behavior – the role of conspicuous consumption in branding and positioning, types of media and the appropriate channels etc.) with units in marketing communications and psychology of advertising. The psychological tests, market research analysis ideas and some other techniques (focus groups back at the time and now) will be demonstrated. Furthermore, they will get a wider perspective on the importance of research and development state of the art in industry context and a real business changes. Additionally, the importance of interdisciplinary approach will also be presented (a short Case Study can be the instructor’s PhD thesis on increasing image memorability – computer science, psychology, marketing and cognitive neuroscience perspectives; recent studies can easily influence some major market changes and trends in brand development – since everyone want their brand do be both recognized and memorized; Coca-Cola – how they actually implement it; Starbucks, Facebook etc.).
- Two-way communication as opposed to the ”top-down” model.
The idea is to encourage students to actively participate in course, to recreate a class (for a short time) by bringing their ideas up – something they discovered and think it might be useful or worth discussing openly about.
- Teaching about innovation while relying on some old literature sources?
Instead of talking about dynamic changes, living in the age of dynamic changes and acting here and now. Thus, I would suggest an open access to the app: Blinkist.com and to practically show and teach students that they must constantly change their knowledge-gaining approaches and strategies in order to ”survive” in business. Why? Because surviving is the main brain function. New circumstances are challenging both our creativity and intelligence and our response is their direct measure.
- Optional: two short overviews and open discussions on some past visionary perspectives at the end of the class. (E.g. William Gibson’s Neuromancer – the role of internet, media and technology back in 1984 and the time we are actually living; similar to Orvel – exactly 1984 etc.)
- Quizes – brand / guessing logos, analysis how our brain interprets colors, typography
- Advertising effects based on scientific state of the art with a real-life famous brands example
- Storytelling – unlocking creativity (task for students)
- Commercials Analysis (videos), PR strategies analysis (psychology in action)
- Donald Miller (2017): Building a Story Brand
- Paul Russel Smith and Jonathan Taylor (2004): Marketing Communications: An Integrated Approach
- Phillip Kotler (2017): Marketing 4.0: Moving from Traditional to Digital
- Robyn Blakeman (2018): Integrated Marketing Communications: Creative Strategy from Idea to Implementation
- Mike Smith (2014): Targeted: How Technology is Revolutionizing Advertizing and the way Companies Reach Consumers
- Carlos Martinez Onaindia (2013): Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers
- Alina Wheeler (2012): Designing Brand Identity, 4th Edition: An Essential Guide for the Whole Branding Team