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2014/2015  KAN-CCMVV4034U  The role of emotions in marketing and communication management

English Title
The role of emotions in marketing and communication management

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Course period First Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 100
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Suzanne C. Beckmann - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Last updated on 10-04-2014
Learning objectives
At the end of the course the excellent student is expected to be able to:
  • Describe and to discuss the assumptions that underlie the study of consumer behaviour as responses to emotional cues in marketing communications (advertising, promotion and branding), with a primary focus on relevant theories, models, concepts, and practices presented throughout the course
  • Apply these models singly or combined to fit the concrete case situation under study
  • Identify and analyse the relationship between relevant models, concepts and theories from the curriculum
  • Critically assess the value and relevance of models, concepts and theories presented throughout the course in relation to their practical application in relevant cases
Course prerequisites
Basic knowledge and understanding of marketing and consumer behaviour research
The role of emotions in marketing and communication management:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 10 pages
Assignment type Project
Duration 2 weeks to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Autumn Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
The course looks at contemporary approaches to studying the role of emotions in consumer behaviour and decision-making and relates them to current marketing and communication practices.

Progression of the course: The starting point is the understanding of how emotions influence human behaviour and thereby consumer responses to emotional cues in marketing, using contemporary theories of consumer psychology. Based on this, managerial actions in terms of marketing techniques and communication efforts as well as brand management are analyzed and discussed. Simultaneously, measurement issues are addressed.

The aim of the course is to give students insight into psychological theories and models concerning the modern and postmodern consumers responses to emotions. Furthermore, the course aims at giving students deep theoretical as well as practical insights into the areas of advertising, promotion and branding, media-specific strengths and weaknesses for marketing communication objectives, effects and evaluation as related to emotional cues. Also, the course aims to further students’ understanding of the challenges of market research methodology in measuring emotional responses.

The course’s development of personal competences:
The course aims at developing students’ competencies within relevant areas of marketing and communication management in the context of the influence of emotions in consumer behaviour, an area of ever increasing interest for both academics and practitioners.
Teaching methods
This is a fully online course. The course will run over 8 weeks. The course will consist of asynchronous and/or synchronous online lectures, asynchronous and/or synchronous online discussions, quizzes and individual and/or group assignments. Research articles on the specific topics will be assigned for reading during the quarter. They will also build the foundation on which we will discuss cases online, and they provide the necessary knowledge to work with home assignments. The lecturer will be available for asynchronous and/or synchronous online discussions throughout the 8 weeks in which the course runs
Further Information
Online course
Expected literature
The following list is preliminary and will be both updated and expanded to fit the themes and topics of the ten lectures.

Bagozzi, R.P., Gopinath, M., & Nyer, P.U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Management, 27(Spring), 184-206.
Edell, J.A., & Burke, M.C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(December), 421-433.
Holbrook, M.B. & Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132‐140.
Mano, H. & Oliver; R.L. (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction. Journal of Consumer Research 20 (December), 451-466.
Mehta, A. & Purvis, S.C. (2006). Reconsidering recall and emotion in advertising. Journal of Advertising Research, March, 49-56.
Poels, K., & Dewitte, S, (2006). How to capture the heart? Reviewing 20 years of emotion measurement in advertising. Journal of Advertising Research, 46(1), 18-37. Psychology, 6(2), 193-235.
Shiv, B., & Fedorikhin, A. (1999). Heart and Mind in Conflict: Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 26(3), 278-82.
Last updated on 10-04-2014