Logo UAB
2022/2023

Psychology and Marketing

Code: 103246 ECTS Credits: 3
Degree Type Year Semester
2501925 Food Science and Technology OB 4 1

Contact

Name:
Carmina Castellano Tejedor
Email:
carmina.castellano@uab.cat

Use of Languages

Principal working language:
catalan (cat)
Some groups entirely in English:
No
Some groups entirely in Catalan:
Yes
Some groups entirely in Spanish:
No

Prerequisites

To take this course there is no prerequisite.

Objectives and Contextualisation

Main objective:

To unveil the fundamentals of psychology applied to marketing, considering aspects of the individual's own functioning (individual variables, basic psychological processes), as well as sociocultural factors (interpersonal and social variables) that may influence the acquisition or purchase process of a product or a service, as well as to describe the impact of all these variables on the different business' decisions and communication strategies.

The specific objectives are:

  1. To unveil the main contributions of psychology to the field of marketing and to describe the role of the consumer in the broad process of making business decisions.
  2. To examine individual and social determinants involved in each of the buying or acquisition of a product and/or service moments.
  3. To carry out a report that allows to put into practice, understand and analyze in greater depth and applied form, the theoretical knowledge explained in class.

Competences

  • Act with ethical responsibility and respect for fundamental rights and duties, diversity and democratic values. 
  • Appreciate the human population's need for food and avoid its deterioration and loss.
  • Display basic knowledge of how agrofood businesses are organised and how all their departments are managed.
  • Display knowledge of the history and anthropology of nutrition and the underlying psychological and sociological causes of dietary behaviour.
  • Identify, explain and apply regulations on the production, sale and marketing of foods. Plan consumer-training strategies.
  • Take account of social, economic and environmental impacts when operating within one's own area of knowledge. 
  • Take sex- or gender-based inequalities into consideration when operating within one's own area of knowledge. 

Learning Outcomes

  1. Act with ethical responsibility and respect for fundamental rights and duties, diversity and democratic values. 
  2. Define a commercial strategy for a business and draw up a marketing plan.
  3. Design strategies for positioning food products.
  4. Draw up training materials aimed at the average food consumer and at schoolchildren.
  5. Establish plans for raw materials supplies and for rotating processed foods.
  6. Identify consumers' motivations.
  7. Identify little-used sources of raw materials and ways of valorising by-products.
  8. Identify the cultural causes of food preferences and aversions.
  9. Identify the marketing tools that are most widely used by agrofood businesses.
  10. Know the time periods and places that correspond to the various dietary cultures.
  11. Name the bodies that govern international trade in food.
  12. Recognise the importance of shelf-life in food distribution.
  13. Relate the availability of food resources and successive technological advances to the various dietary patterns.
  14. Take account of social, economic and environmental impacts when operating within one's own area of knowledge. 
  15. Take sex- or gender-based inequalities into consideration when operating within one's own area of knowledge. 

Content

  • Lesson 1: Psychology and marketing. What is marketing? Characterization and application fields.
  • Lesson 2: Consumer behavior: Basic psychological processes applied to marketing.
  • Lesson 3: The consumer in his/her socio-cultural environment.

Methodology

The development of the course is based on the following activities:

  1. Theoretical classes to explain the fundamental concepts of the different lessons of the subject.
  2. Practical classes and seminars where specific contents will be presented and activities will be carried out be means of different methodologies to delve into the theoretical concepts.
  3. Completion of a written report (in group or individually) applying the theoretical concepts.
  4. Individual mandatory complementary activities.

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Activities

Title Hours ECTS Learning Outcomes
Type: Directed      
Autonomous tasks 22 0.88
Practical lessons and seminars 10 0.4
Theoretical classes (lectures or master classes of theory) 15 0.6 3, 4, 8, 6

Assessment

The competences of this subject will be evaluated through the following learning evidences:

  • Ev1: Final test with a weight of 50%.
  • Ev2: Practices and seminars: evaluation of written work (30% weight), oral presentation of the before mentioned (10% weight) and other mandatory complementary activities (10% weight).

To pass the subject, both learning evidences (Ev1 and Ev2) must be approved with a minimum grade of 5 in each. In case of not attending to the first evaluation call for Ev1, the maximum grade that can be obtained on this Ev1 on the recovery call will be 5.

Class attendance is not mandatory nor does it count to final grade.

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Final test with multiple choice questions 50% 3 0.12 2, 3, 5, 8, 9, 6, 10, 12
Mandatory complementary activities 10% 3 0.12 1, 15, 14, 2, 3, 8, 9, 6, 12
Oral exposition 10% 0 0 1, 15, 14, 2, 9, 6
Written report 30% 22 0.88 1, 15, 14, 11, 2, 3, 4, 5, 7, 8, 9, 6, 12, 13

Bibliography

BOOKS

  • Alonso, J., Fernández, A., García, I., Martínez, E., Rivero, L., Ruiz, S., Solé M.L. (1999). Comportamiento del consumidor. Madrid: ESIC.
  • Añaños, E., Estaún, S., Tena, D., Mas, M.T., Valli, A. (2009). Psicología y Comunicación Publicitaria. Bellaterra: Servei de publicacions de la UAB.
  • Courtis, P., Haugtvedt, C.P., Her P.M., Kardes, F.R. (2008). Handbook of Consumer Psychology (1272 pág.). Lawrence Erlbaum Associates: Nueva York.
  • Dubois, B. (1998). Comportamiento del consumidor: Comprendiendo al consumidor. México: Pearson Educación.
  • Kothler et al. (2010). Introducción al marketing (2ª ed.) Madrid: Prentice Hall. 
  • Quintanilla, I. (1994). Marketing y psicologia: Conceptos y aplicaciones. Valencia: Promolibro.
  • Schiffman, L. (2005). Comportamiento del consumidor. México: Pearson Educación.

SCIENTIFIC JOURNALS

Software

None.