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Alternative marketing tools and processes

  • Class 30
  • Practice 30
  • Independent work 60
Total 120

Course title

Alternative marketing tools and processes

Lecture type

Elective

Course code

21-04-513

Semester

3

ECTS

4

Lecturers and associates

Course overview

This module part of an optional module group. It addresses experimental and less known procedures, methods and application of marketing, especially those used by the so-called marketing hackers who try to avoid obstacles (budget, bad SEO positioning, unbeatable competition, lack of traditional marketing knowledge) and to try to hack into gaps recognized by psychology, knowledge of digital tools, knowledge of digital marketing professionals that is not being taught in universities but relayed between high-performance digital marketing “players” as secrets of the trade.

The objectives of this module are to enable students to:

• Become familiar with the latest findings in marketing that introduce different disciplines, especially anthropology, psychology and neuroscience to digital marketing, and to apply that knowledge to specific marketing efforts
• Become familiar with the specific characteristics of new generations and with the intensity, volume and content of social, economic and political changes and to apply that knowledge to specific marketing efforts

It is important for students to take this module in order to develop a passion to learn about, but also to investigate, criticize, challenge and question latest findings in digital and traditional marketing based on scientific research results in the fields of sociology, anthropology, psychology, neurology and consequently marketing. All this is then applied to marketing tools, media and efforts in order to bypass traditional over-crowded marketing channels and to produce short and long-term results measured by increased conversions.

Literature

Essential reading:
1. Sinek, S. (2011) Start with Why: How Great Leaders Inspire Everyone to Take Action. [n.k.], London: Penguin Books.
2. Twenge, J. (2006) Generation Me - Revised and Updated: Why Today's Young Americans Are More Confident, Assertive, Entitled--and More Miserable Than Ever Before. [n.k.], New York, NY: Atria Books.
3. Twenge, M. (2017) 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. [n.k.], New York, NY: Atria Books.
4. Moore, G. (2014) Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream. 3rd edn. New York NY: Harper Business.

Recommended reading:
1. Catmull, E. (2014) Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration. [n.k.], London: Bantam Press.
2. Cialdini, R. (2021) Influence, New and Expanded: The Psychology of Persuasion. [n.k.], New York, NY: Harper Business.
3. Cialdini, R. (2016) Pre-Suasion: A Revolutionary Way to Influence and Persuade. [n.k.], Sevenoaks: Cornerstone Digital.
4. Weinschenk, G. and Weinschenk, S. (2019) I Love You, Now Read This Book. (It's About Human Decision Making and Behavioral Economics.). [n.k.], Edgar, WI: The Team W, Inc.
5. Weinschenk, S. (2013) How to Get People to Do Stuff: Master the art and science of persuasion and motivation. [n.k.], Indianapolis, IN: New Riders.
6. Krug, S. (2014) Don't Make Me Think, Revisited: A Common-Sense Approach to Web Usability (Voices That Matter). [n.k.], Indianapolis, IN: New Riders.
7. Weinschenk, S. (2009) Neuro Web Design: What Makes Them Click. [n.k.], Indianapolis, IN: New Riders.
8. (2021) Copyhackers, [Online]. Available at: https://copyhackers.com/ (Accessed: 5 May 2021)

Further reading:
1. (2021) Neuro Science Marketing, [Online]. Available at: https://www.neurosciencemarketing.com/blog/home (Accessed: 5 May 2021)
2. (2021) Pop Neuro Blog, [Online]. Available at: https://www.popneuro.com/neuromarketing-blog (Accessed: 5 May 2021)
3. (2021) Neuro Insight, [Online]. Available at: https://www.neuro-insight.com/casestudy/ (Accessed: 5 May 2021)
4. (2021) Walnut Unlimited, [Online]. Available at: https://www.walnutunlimited.com/our-thoughts/ (Accessed: 5 May 2021)
5. (2021) Campaign Monitor, [Online]. Available at: https://www.campaignmonitor.com/resources/guides/guide-to-gen-z-marketing-2019/ (Accessed: 5 May 2021)
6. (2021) We R Gen Z, [Online]. Available at: https://wergenz.com/category/blog/ (Accessed: 5 May 2021)
7. (2021) The Millennial Blogger, [Online]. Available at: https://themillennialblogger.com/ (Accessed: 5 May 2021)
8. (2021) Traackr, [Online]. Available at: https://www.traackr.com/blog (Accessed: 5 May 2021)

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.
  • 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.
  • 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.
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