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2016/2017  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
Start time of the course Third Quarter, Spring
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
  • Boris Uzelac - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Last updated on 14-09-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: At the end of the course the excellent student is expected to be able to:
  • Critically reflect on marketing and communication measures by reference to theories and concepts about emotions and their role in human decision making
  • Apply these insights to real life marketing and communication situations
  • Based on a portfolio of own online contributions, demonstrate the ability to reflect on own activities, interactions and related learnings throughout the course and argue for their substantiveness and relevance for solving the exam case
  • Follow academic conventions in written presentations
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 exam
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 Spring
Make-up exam/re-exam
Same examination form as the ordinary exam
Please note that the assessment will partly be made based on the student’s online activities/interactions made throughout the teaching period of the course. It will not be possible to make new online contributions. However, if the student – in accordance with the CBS rules on make-up exams – has documented that illness during the teaching period has resulted in his/her not making any online contributions during the teaching period, the student will be given the opportunity to make online contributions prior to the re-exam.
Description of the exam procedure

Note that online activities and interactions posted on Learn throughout the course form part of the basis for the assessment, as stated in the learning objectives.

Course content and structure

The course is about the role of emotions in consumer behavior and decision-making in relation to current marketing and communication practices.

The starting point of the course are current insights from neurology, as well as cognitive and social psychology, which provide the foundation for understanding the ways in which emotions influence human behavior and decision making. The aim of the course is to provide students with the knowledge necessary to profoundly understand the impact various marketing and communication efforts can have on consumers. To this end several activities (individual and/or in groups) will provide opportunities for a) the practical application of theoretical insights and b) for their reflection and discussion.

The course’s development of personal competences:
The course aims to develop students’ competences with respect to marketing and communication management by emphasizing the role of emotions and their long neglected influence on real life decisions—a knowledge domain which has implications for all walks of life and now receives increasing interest from both academics and practitioners.

Teaching methods
The course takes place online only and stretches over a period of 8 weeks. During these 8 weeks, students will have access to a) input provided by the lecturer (e.g. videos, texts, links), b) various learning tools (e.g. discussion fora, quizzes), and c) self-generated input (e.g. peer assignments). The online character of the course allows for highly autonomous learning. However, for didactical reasons, the lecturer will assign different activities (e.g. readings, group work, quizzes) in different weeks and provide the necessary resources accordingly. Apart from introducing each week’s assignments, the lecturer will visit fora, comment on discussions and, when needed, respond to questions on a regular basis throughout the entire duration of the course. Note that online activities and interactions posted on Learn throughout the course form part of the basis for the assessment, as stated in the learning objectives. No contributions will be accepted after the 8th week of the course.
Student workload
Course activities (including online lectures) 170 hours
Exam (including preparation) 36 hours
Further Information

Online course

Expected literature

The following list is preliminary and will be both updated and expanded.


Bagozzi, R. P., Gopinath, M., and Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Management, 27(Spring), 184-206. 


Bargh, J. (2002). Losing consciousness: automatic influences on consumer judgment, behavior, and motivation. Journal of Consumer Research, Vol. 29, 280–285.


Hirschman, E. C. and Hoolbrook, M.B. (1982). Hedonic consumption: Emerging methods, concepts and propositions. Journal of Marketing. Vol. 46, 92–101.


Kahneman, D. (2003), A Perspective on Judgment and Choice: Mapping Bounded Rationality. American Psychologist, Vol. 58, 697-720.

Last updated on 14-09-2016