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Students Learning Outcomes (SLOs):
At the conclusion of this course students will be able to: - Effectively implement and evaluate emotions-based campaigns - Develop a marketing emotions-based campaign which fits the needs of a given company and providing practical and professional recommendations for a better performance - Summarize strategies and models for risk management which might appear by the ‘emotions usage’ The lecturer of the course is Eyal Frayden. Brief bio about the lecturer: Eyal Frayden holds a B.A. in Management and Marketing from Ben-Gurion University of the Negev, Israel, a third year Honor Student who also graduated with honor and an M.B.A with a concentration in Marketing from University of New-York in Prague, Czech Republic. Eyal worked as a Teaching Assistant and a Research Assistant in Ben-Gurion University for three years within the classes "Introduction to Law", "Contracts and Business Law", "Principles of Marketing" and "Foundations of Business Thought" and one year in the International YMCA University of Applied Science in Kassel, Germany. Eyal is currently working as a Senior Account Executive in a top leading Israeli public company and the previous Head of Sales of one of the top start-ups in Czech Republic. Poslední úprava: Shavit Anna, Mgr., Ph.D. (17.09.2024)
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The content and learning activities in this course are designed to help students achieve the following objectives: § Apply the discussed theoretical marketing models and concepts for an advanced critical examination of emotions-based campaigns § Analyse emotional campaigns by assessing the customers, competitors, context, and the strengths and weaknesses of a given company § Design a proper emotional marketing strategy and improve launched campaigns to better meet the company’s requirements Manage risks of applying emotions in marketing and its’ probable impacts Poslední úprava: Koudelková Petra, Ing. Bc., Ph.D. (31.01.2022)
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1. Participation in class and other activities – 40% 2. Test – 25% 3. Group assignment – 25% 4. Module presentation – 10% Poslední úprava: Koudelková Petra, Ing. Bc., Ph.D. (31.01.2022)
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Brandt, D., Heath, R. G. and Nairn, A. (2006). Brand relationships – strengthened by emotion, weakened by attention. Journal of Advertising Research, 46, 410-419. Fridman, T. (2002). The Psychology of Advertising. Tel Aviv: Globes Publisher Press. Geva, A. (1994). Consumer behavior - Purchase Decisions 2. Tel Aviv: The Open University. Hornik, Y. & Liberman, Y. (1994). Advertising Management. Tel Aviv: The Open University. Jacobs, D., Kothuri, R., Levine, B., Marci, C., Plummer, J. and Siefert, C. B. (2009). Winning the Super "Buzz" Bowl. Journal of advertising research, 293-303. Kaniel. S. (2010). The courage to decide and act – individual and group decision-making. Tel Aviv: Ramot Publishing. Lavee, Y. & Katz, R. (2003). The Family in Israel: Between Tradition and Modernity. Marriage & Family Review, Vol. 35 (1/2), 193-217. Weiman, G. (2010). Media Frames. Israeli Journal of Communication. Issue No. 14, 38-50. http://www.isracom.org.il/.upload/media_frames_14.pdf Blank, M. (2012, November 8). What is "emotional brain"?. Emotional treatment, Retrieved from http://www.miriblank.co.il/2012/11/%D7%9E%D7%94-%D7%96%D7%94-%D7%94%D7%9E%D7%95%D7%97-%D7%94%D7%A8%D7%92%D7%A9%D7%99-%D7%A9%D7%90%D7%A0%D7%99-%D7%9E%D7%93%D7%91%D7%A8-%D7%90%D7%9C%D7%99%D7%95/ Hong, P. (2015, April 17). Why emotional storytelling is the future of branding. Momentology, Retrieved from https://www.linkdex.com/en-us/inked/future-of-branding-emotional-storytelling/ Isaac, O. (2010, May 27). Love, relationships and brands. Strategy & Marketing, Retrieved from Karni, D. (2011, May 8). Emotional marketing. Ma’Amarim, Retrieved from https://www.articles.co.il/article/109405/%D7%A9%D7%99%D7%95%D7%95%D7%A7%20%D7%A8%D7%92%D7%A9%D7%99 Leibowitz, B.A (2009, 13 September). The most favourite ad of the week: 012 Smile with Eyal Kitzis. Globes online, Retrieved from: http://www.globes.co.il/news/article.aspx?did=1000497659 Lovell, C. (2008, August 1). How do you advertise to teenagers?. Campaign, Retrieved from http://www.campaignlive.co.uk/article/advertise-teenagers/836592 Marios, O. (2014, February 11). Rely on the stomach or the brain? How to make the right decision?. Brainstorming, Retrieved from http://www.ynet.co.il/articles/0,7340,L-4483019,00.html Murray, P. (2013, February 26). How Emotions Influence What We Buy. Psychology today, Retrieved Patel, N. and Puri, R. (2014, March 19). The Complete Guide to Understanding Consumer Psychology – Chapter two. Quicksprout, Retrieved from https://www.quicksprout.com/2014/03/19/the-complete-guide-to-understanding-consumer-psychology/ Persio, E. (2014, April 30). How Humor Can Backfire on Your Brand. Articles, Retrieved from http://www.msi.org/articles/how-humor-can-backfire-on-your-brand/ Rosenthal, R. (2015, July 7). 5 Psychological Tactics Marketers Use to Influence Consumer Behavior. Fast Company, Retrieved from https://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior Rogers, A. (2012, February 3). 13 Brands That Use Sex To Sell Their Products. Business Insider, Retrieved from http://www.businessinsider.com/13-brands-that-use-sex-to-sell-their-products-2012-2 Shinkman, R. (2014, December 2). Israel's most moving commercials. Cultura. Retrieved from http://www.maveze.co.il/%D7%A8%D7%95%D7%A0%D7%99-%D7%A9%D7%99%D7%A0%D7%A7%D7%9E%D7%9F-%D7%A2%D7%A9%D7%A8-%D7%94%D7%A4%D7%A8%D7%A1%D7%95%D7%9E%D7%95%D7%AA-%D7%94%D7%99%D7%A9%D7%A8%D7%90%D7%9C%D7%99%D7%95%D7%AA-%D7%94%D7%9B/ Wentz, L. (2009, November 16). Colombia Uses Ads to Persuade Rebels to Turn Themselves In. Advertising Age, Retrieved from http://adage.com/article/global-news/colombia-ads-persuade-rebels-turn/140548/ Zorfas, A. and Leemon, D. (2016, August 29). An Emotional Connection Matters More than Customer Satisfaction. Marketing, Retrieved from https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction Poslední úprava: Koudelková Petra, Ing. Bc., Ph.D. (31.01.2022)
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Personal questionnaires (rationalism vs emotionalism, positive and negative emotions) Live discussions and the students’ participation Present Ads and use-cases along the course to implement the discussed models Short videos about emotions in marketing (e.g., Jose Miguel Sokolof talking about the campaigns in Colombia) Short quizzes to test the students’ comprehension Poslední úprava: Koudelková Petra, Ing. Bc., Ph.D. (31.01.2022)
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1. 1st lesson – Introduction + Adjusting expectations 2. 2nd lesson – Elaboration Likelihood Model (ELM) 3. 3rd lesson – Elaboration Likelihood Model (ELM) 4. 4th lesson – Rationalism vs Emotionalism 5. 5th lesson – Rationalism vs Emotionalism 6. 6th lesson – The concept of ‘Storytelling’ 7. 7th lesson – The concept of ‘Storytelling’ + Positive and negative emotions 8. 8th lesson – Positive and negative emotions 9. 9th lesson – The short- & long-term impacts of using emotions in marketing 10. 10th lesson – The short- & long-term impacts of using emotions in marketing 11. 11th lesson – Group assignment presentation 12. 12th lesson – Group assignment presentation 13. 13th lesson – Final test + Course summary
*The schedule may change during the semester Poslední úprava: Koudelková Petra, Ing. Bc., Ph.D. (31.01.2022)
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