Culture, Psychology and Modern Target Group Thinking (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

Location and time

September 2025 online

SCHEDULE TO BE ADDED ONCE CONFIRMED

Materials

Provided by the lecturers during the lectures

Teaching methods

Lectures and workshops online according to the schedule

Self-study and teamwork with a group of students from Amsterdam University of Applied Sciences, Université Paris Cité, and Syracuse University

Research report and presentation

Employer connections

Identification of real-life potential target groups

Exam schedules

No exam

International connections

This course is offered in collaboration with Amsterdam University of Applied Sciences (The Netherlands), Université Paris Cité (France) and Syracuse University (USA)

The students will hear lectures from international lecturers

During the group work students will be working with a group of international students from participating universities

Completion alternatives

Not available

Student workload

Around 5 hours of lectures

Group work with a group of international students

Meeting with the group’s coach

Final presentation of the findings

Evaluation scale

Hyväksytty/Hylätty

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.

Assessment methods and criteria

Participation in all lectures

Active group work

Participation in the final presentation

Qualifications

Marketing or equivalent competences