Culture, Psychology and Modern Target Group ThinkingLaajuus (2 cr)

Objective

The student understands different cultural and psychological theories and frameworks, cultural sensitivities and contemporary societal developments and how those affect modern target group thinking in marketing. Together with a group of other students from partnering universities around the world (Amsterdam University of Applied Sciences, Université Paris Cité, and Syracuse University), the student will then apply those theories into practice to identify and segment a new emerging target audience.

Content

• Different cultural and sociological theories affecting consumer behavior
• Different psychological theories affecting consumer behavior
• Target audience research
• Intercultural analysis
• Practical group project to implement theories into practice

Qualifications

Marketing or equivalent competences

Assessment criteria, satisfactory (1)

The student
• has achieved the objectives of the course to a satisfactory level
• is able to identify, define and use concepts and models in the subject area of the course
• understands the conditions and principles of the development of expertise.

Assessment criteria, good (3)

The student
• has achieved the objectives of the course well, although there are still areas where knowledge and skills need to be improved
• has a good understanding of the concepts and models of the subject matter of the course and is able to carry out a reasoned analysis
• is able to apply what they have learned in leisure, learning and working life situations
• understands the importance of expertise in business and is able to analyse their own expertise.

Assessment criteria, excellent (5)

The student
• has achieved the objectives of the course with excellent marks
• has an excellent command of the concepts and models of the subject matter of the course
• is able to analyse clearly and reasonably and propose practical development measures
• has a good ability to apply what they have learned in leisure, learning and working life situations
• is able to analyse expertise in business and their own development towards expertise.

Assessment criteria, approved/failed

The student
• has achieved the objectives of the course to a satisfactory level
• is able to identify, define and use concepts and models in the subject area of the course
• understands the conditions and principles of the development of expertise.