Universitat Internacional de Catalunya
Emotional Marketing
Teaching staff
rgonzalez@uic.es
Introduction
In the subject of Emotional Marketing, the student will understand the importance of the emotional component in marketing and advertising to connect with customers and increase brand loyalty.
Pre-course requirements
No pre-course requirements are needed to enrol in this subject.
Objectives
- Understand human emotions and their role in the decision-making process.
- Use emotions in communication.
- Develop emotional connections with the target audience.
- Create an emotionally impactful marketing campaign.
- Understand and test the relationship between the initial idea and the final outcome.
- Enhance oral and written communication skills when speaking in public to present their work.
Competences/Learning outcomes of the degree programme
- 04 - The ability of self assessment and professional self management
- 06 - The ability to act autonomously and responsibly
- 11 - The ability to make judgments and well-argued critical assessments
- 19 - The ability to memorise
- 22 - The ability to generate debate and reflection
- 92 - The ability for analysis, synthesis and critical judgment
Learning outcomes of the subject
- Acquire basic knowledge of the emotions applied to graphic design.
- The students will be introduced in the practical use of design programs as Photoshop and Indesign.
- The students will acquire skills for public speaking.
Syllabus
Session I:
- What is Emotional Marketing?
- Explanation of the final project we will work on
Session II:
- The Consumer Brain
Session III:
- Designing and Explaining Stories
Session IV:
- Customer Analysis
Session V:
- Presentation and Evaluation of Projects
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0.4 |
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 0.6 |
Evaluation systems and criteria
In person
The course will be conducted entirely in-person in the classroom. It will include practical work with a mandatory final project submission and in-class activities. To pass the subject, it is necessary to have passed all the graded activities (final project and in-class activities).
Final grade breakdown:
- 60% Final project
- 30% In-class activities
- 10% Proactivity
Second Call: In case any of the graded activities were failed in the first call, they must be resubmitted during the second call period. If the student fails again, they will need to retake the course.
Bibliography and resources
Salmon, C. (2017). Storytelling: Bewitching the modern mind. Verso Books
Lindstrom, M. (2010). Buyology: Truth and lies about why we buy. Crown Currency
Rampin, M. (2008). Vender la moto: Trucos de la manipulación del lenguaje. Alianza Editorial
Examples of emotional marketing:
- www.marketinglovers.net
- http://www.eliaguardiola.com/
- www.seomental.com