The role of emo­tions in mar­ket­ing and com­mu­nic­a­tion man­age­ment (on­line course)

Course content

The course is about the role that emotions play in consumer behavior and decision-making in relation to current marketing and communication practices.

The starting point of the course are current insights from neurology, as well as cognitive and social psychology, which provide the foundation for understanding the ways in which emotions influence human behavior and decision making.

The aim of the course is to provide students with the knowledge necessary to understand the impact that various marketing and communication efforts can have on consumers, which includes reflecting them in the light of humanty's challenges and ethical dilemmas. 

To this end several activities (individual and/or in groups) will provide opportunities for a) the practical application of theoretical insights and b) for their reflection and discussion.

The course’s development of personal competences:
The course aims to develop students’ competences with respect to marketing and communication management by emphasizing the role of emotions and their long neglected influence on real life decisions—a knowledge domain which has implications for all walks of life and now receives increasing interest from both academics and practitioners.