500855 :Psychology and Marketing

General info

Instruction language English
Type of Instruction Lectures and practical assignments (Lecture schedule)
Type of exams Written exam and reports of group-assignments (Examination schedule)
Course load:6 ECTS credits
Blackboard InfoLink to Blackboard (When you see 'Guest are not allowed in this course', please login at Blackboard itself)


dr. R.M.A. Nelissen (Coordinator)


This course introduces the master students in Economic Psychology to the basics of marketing. We’ll familiarize ourselves with core concepts of marketing through (guest) lectures and assignments. The main goal is to learn how your existing knowledge of psychology can be a valuable asset in marketing.

After this course, students:
1. Appreciate that marketing is a managerial process aimed at generating profit through creating customer value.
2. Identify the stages in the marketing process to which psychological theories may be relevant.
3. Explain which psychological theories are relevant at these stages and how.
4. Summarize the key insights from the psychological theories that are relevant to these stages.
5. Apply these key insights to facilitate marketing-related activities at the relevant stages in the marketing process. 
6. Understand the nature and value of marketing-related activities as addressed in the lectures of this course, (i.e., market  research; segmenting, targeting, and positioning; conversion optimization; pricing and promotion).
7. Identify ethical issues of marketing activities.


Through a series of (guest-) lectures and assignments, you will familiarize yourselves with the core steps in the marketing process. The set-up of this course is highly practical, and many learning activities in this course are problem-focused and derived from real companies. Please note however, that this is not a course on marketing. The emphasis will be on learning how your existing knowledge of psychology can be a valuable asset in marketing. We will not address the strategic business aspects of marketing, nor will we consider the creative aspects of marketing such as the artistic facets of advertising. Finally, we will only concern ourselves with business-to-consumer (b2c) marketing, not with business-to-business (b2b) marketing. Then again, after this course, you will appreciate that there is more to marketing than making commercials and that a marketing lens may benefit more than just commercial businesses.


This course consist of lectures and presentation-meetings. Lectures on the key steps of the marketing process are hosted by myself or by experts in the field of marketing. Several of these lectures will provide the background for practical assignments that you will work on in small groups, outside of the scheduled hours. During the presentation-meetings, you will present your completed assignments to your fellow students, me, and occasionally also to an expert from the field. In addition, you need to hand in a written version of the completed assignments too.

Grading is based on the four assignments and the final exam. The group assignments together form a grade that counts for 50% and so does the exam. Your final grade should be 5.75 or higher to pass the course.

If necessary, it is possible to redo each part of the course separately. Students who do not pass in the first attempt, will receive a new set of four assignment that replaces all group assignments. It is thus not possible to redo only one  of the original assignments. The resit exam will be similar to the original one.

If a student does not pass this course this academic year, all results obtained this year are cancelled in the next academic year. 

Important note: This course is only accessible to students following the master track Economic Psychology. Others who wish to follow this course, have to get approval from the teacher prior to the start of the class (but a a bachelor degree in psychology is a minimal requirement).


Compulsory Reading

  1. The literature consists of a selection of scientific articles and book chapters that will be announced before the start of the course.

Recommended Prerequisites

Only accessible to students from the master Economic Psychology. Others who wish to follow this class have to get approval from the teacher prior to the start of the class.

Compulsory for