Psychology for Marketing and Customer Experience Management (CEM) (5 cr)

Evaluation scale

0-5

Objective

Marketing has become the art of establishing long, lasting, and healthy relationships. Companies need to fully understand the humans they want to serve.
Technology has provided amazing solutions. Yet, it is the one to one person encounter the one that finally builds up the real experience for the customers.
The goal of the program is to understand how our mind works, so we can provide for excellent customer experiences.
Though the revision of different scientific psychological schools, participants will be able to understand the basics of human psychology and how to use those consciously and ethically to satisfy customers and consumers.

Content

The basic ideas in Psychology
o Psychoanalysis (how our unconscious mind works)
o Behaviorism (how external and internal enforcements shape our conduct) Humanism (how our needs and aspirations trigger our priorities)
o Gestalt (how the whole experience influences us)
o Cognitive (how we process the information and learn)
o Positive (how we enforce wellness) The arena for real action
o Development (how we change and transform through life) Spiral Dynamics (how we organize our internal paradigms)

Location and time

Every Tuesday Online teaching at 15.00- 16.30 from last week of August to the first week of December, 100 % online

Materials

Beck, D. (2018). Spiral dynamics in action: humanity's master code. Chichester, West Sussex & John Wiley & Sons, Ltd.
Bonior, A. (2016). Psychology: essential thinkers, classic theories, and how they inform your world. Berkeley, Calif. : Zephyros Press.
Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience. New York: Harper & Row.
Duhigg, C. (2012). The power of habit: Why we do what we do in life and business. New York: Random House.
Dweck, C. S. (2006). Mindset: The new psychology of success. New York: Random House.
Freud, S. (1964). Civilization and its discontents. W. W. Norton.
Freud, S. (1922). Group Psychology and the Analysis of the Ego; Trans. by James Strachey. New York: Boni and Liveright.
Goldstein, E. (2011). Cognitive psychology: Connecting mind, research, and everyday experience. Australia: Wadsworth Cengage Learning.
Kahneman, D. (2011). Thinking, fast and slow. New York: Farrar, Straus and Giroux.
Koffka, K. (1955). Principles of Gestalt Psychology. Routledge & Kegan Paul.
Illeris, K. (2009). Contemporary theories of learning: Learning theorists in their own words. London: Routledge.
Pinker, S. (1999). How the mind works. New York: W.W. Norton.
Rogers, C. (198). A way of Being. Boston : Houghton Mifflin.
Sapolsky, Robert M. (2017). Behave: The Biology of Humans At Our Best and Worst. New York, New York: Penguin Press.
Seligman, M. E. P. (2011). Flourish: A visionary new understanding of happiness and well-being. Free Press.
Schneider, K. J., Pierson, J. F., & Bugental, J. F. T. (Eds.). (2015). The handbook of humanistic psychology: Theory, research, and practice (2nd ed.). Sage Publications, Inc.

Teaching methods

Flipped class method Online Lectures, online workshops, online discussions, experiments and individual and group learning assignments + Offline e-resources

Exam schedules

Informed by the lecturer later

Completion alternatives

None

Student workload

135h Individual work = 55h tutorials, 30 contact lessons, Group work 50h

Every Tuesday Online teaching at 15.00- 16.30 from last week of August to the first week of December, 100 % online

Assessment criteria, satisfactory (1)

The program will be assessed in a blend of self, peer and guided methods which include in-class participation, individual and group assignments, as well as a final holistic assessment. The criteria will be explained fully at the beginning of the course.

Assessment criteria, good (3)

The program will be assessed in a blend of self, peer and guided methods which include in-class participation, individual and group assignments, as well as a final holistic assessment. The criteria will be explained fully at the beginning of the course.

Assessment criteria, excellent (5)

The program will be assessed in a blend of self, peer and guided methods which include in-class participation, individual and group assignments, as well as a final holistic assessment. The criteria will be explained fully at the beginning of the course.

Qualifications

One year of studies at higher education institution

Further information

Lecturer Natalia Ceruti from Buenos Aires, Argentina
Nati Ceruti
The assessment will be carried out taking into account the development of 3 Course Elements and the performance in 2 Key Areas:

Course Elements
* Zoom Sessions 20%
* Learning Scrapbook 20%
* Learning Diary 20%

Key Areas
* Knowledge & Understanding 20%
* Transferable Skills 20%