Programs

Digital Marketing

Alternative marketing channels and future technology

  • Class 30
  • Practice 30
  • Independent work 120
Total 180

Course title

Alternative marketing channels and future technology

Lecture type

Elective

Course code

20-04-011

Semester

3

ECTS

6

Lecturers and associates

Course objectives

The aim is to familiarize students with latest knowledge of marketing that touches different disciplines, especially psychology and neuroscience and then to apply that knowledge in marketing. Furthermore, the aim is to familiarize students with the specific differences of new generations and with the intensity, volume and content of social, economic and political changes. Also, students will learn how to apply this knowledge on well known and accepted patterns of marketing through alternative approaches, having in mind the content and the shape of customer journey, from the need itself to the fulfilling the wishes through given product and brand.

Content

Introduction to neuromarketing and applying. The psychology of deciding. The psychology of influence. Neurochemical functioning of a human. Predictive models. Generation Z, iGen, how they function. Millennials and their introduction to the commercial world. Economic, social, and political changes in the world. Globalization. Customer Journey, applying new knowledge and alternative approaches. Strategic alternative approaches to product and brand. Designing an alternative marketing approach at the campaign level for the brand.

Required reading

1. Simon Sinek: Start with Why: How Great Leaders Inspire Everyone to Take Action, Penguin Books, 2011.

2. Generation Me - Revised and Updated: Why Today's Young Americans Are More Confident, Assertive, Entitled--and More Miserable Than Ever Before

3. iGen: Why Today's Super-Connected Kids Are Growing Up Less Rebellious, More Tolerant, Less Happy--and Completely Unprepared for Adulthood--and What That Means for the Rest of Us

Additional reading

1. Ryan Holiday: Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising, Profile Books LTD, 2014.
2. Michio Kaku: Physics of the Future: How Science Will Shape Human Destiny and Our Daily Lives by the Year 2100, Doubleday, 2011

Minimal learning outcomes

  • Integrate the methods applicable to marketing, based on interdisciplinary findings in neuroscience, anthropology and psychology.
  • Integrate the elements of communication performance within defined marketing approaches, applying neuromarketing knowledge.
  • Integrate the characteristics of new generations to a usable whole, as a base to design marketing communication.
  • Formulate leading messages in a campaign for a brand having in mind alternative marketing approaches in combination with traditional marketing.

Preferred learning outcomes

  • Recommend procedures, approaches and tools necessary to achieve marketing goals, based on interdisciplinary findings in neuroscience, anthropology and psychology.
  • Recommend a marketing communication by applying neuromarketing knowledge.
  • Recommend a marketing communication based on new generations findings.
  • Recommend a marketing campaign for a brand having in mind alternative marketing approaches in combination with traditional marketing.
Share: Facebook Twitter

Excel at what you love doing. Light the spark.

Apply now!

Why is Algebra a safe choice for your future?

A Strong
Tailwind

Here you will learn all about information technologies and prepare for a career that is constantly in demand. We offer you a platform for personal growth that makes you a prime target for employers.

Modern Methodology

We refuse to stand still in a rapidly changing world. Our programs stay relevant and keep up with modern trends.

Matchless
Quality

We take pride in numerous accolades and our title of The best professional study program in Croatia and constantly strive to justify that trust. We do not take our task lightly, knowing that your future depends on it.

Newsletter

Stay informed about everything that goes on at the University. Subscribe to our newsletter.