Aims

- to initiate the students in the foundings of marketing for psychologists
- to bring some links between psychology and marketing
- to develop and apply the concepts of psychology to the marketing world
- to examine the new methods of research in psychology through questions brought by the marketing

Main themes

- models of buying decision
- theories of perception, of categorisation and of memorisation for the use of trade marks and promotional messages
- criterions of segmentation from psychological variables, by the use of multidimensional analyses
- methods and models of persuasion used by the publicity, e.g. sales promotion, sales force, ...
- methods of qualitative (interview, group dynamics, projective methods,...) and quantitative analysis (questionnaires, scales, multidimensional analyses,...) of the product and of its image.

Content and teaching methods

- to initiate the students in the foundings of marketing for psychologists
- to bring some links between psychology and marketing
- to develop and apply the concepts of psychology to the marketing world
- to examine the new methods of research in psychology through questions brought by the marketing

Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

The course will be illustrated with many cases from the belgian and international market.

Other credits in programs