Brand Development and Psychology of Marketing

Instructor Cveta Majtanovic
Modality In presence
Duration 6 hours
Period Second semester

17/03/2022 at 17:00-19:00
17/03/2022 at 19:00-21:00
18/03/2022 at 19:00-21:00

Course objectives

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.

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.).

Teaching methods

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: 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)


  1. Donald Miller (2017): Building a Story Brand
  2. Paul Russel Smith and Jonathan Taylor (2004): Marketing Communications: An Integrated Approach
  3. Phillip Kotler (2017): Marketing 4.0: Moving from Traditional to Digital
  4. Robyn Blakeman (2018): Integrated Marketing Communications: Creative Strategy from Idea to Implementation
  5. Mike Smith (2014): Targeted: How Technology is Revolutionizing Advertizing and the way Companies Reach Consumers
  6. Carlos Martinez Onaindia (2013): Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers
  7. Alina Wheeler (2012): Designing Brand Identity, 4th Edition: An Essential Guide for the Whole Branding Team