DBA Behavioral marketing

The course is focused on the possibility of using psychological knowledge in the creation and evaluation of individual tools of marketing communication. The course provides an overview of psychological knowledge, and includes consideration of how the brain works, what factors influence consumer choice, and critical evaluation of psychological assessment tools (including such methods as online surveys, imaging, computerized response time, and eye tracking). The course covers the main topics of consumer behavior, including attitudes, impulsive vs. deliberative purchasing, psychographic profiling and evaluation, brand loyalty, experiential marketing, self and identity and product satisfaction. The program provides an overview of consumer behavior and is based primarily on the discipline of social psychology. The aim of the course is to acquaint students with the understanding of psychological processes that are the basis of the effectiveness of marketing strategy in terms of the impact on consumer behavior.

The course is focused on introducing students to the issues of behavioral economics and its possible applications in practice. The course characterizes the essence of behavioral economics and explains the basic concepts in this area. The course describes the differences between classical and behavioral economics and the critique of rational decision making. The aim of the course is to introduce basic behavioral heuristics and their practical applications and to approach the interweaving of behavioral economics into other areas such as behavioral finance and marketing.

By studying the course, students will thoroughly acquire knowledge and understanding of the latest current theoretical, practical and social trends in marketing. With a focus on current marketing issues and opportunities, the course allows you to cultivate insights and analytical skills that are highly relevant to a career in marketing, but also for other business positions and organizational roles. The course will enable students to acquire and deepen theoretical and practical knowledge of marketing and at the same time understand the broader context in the application of modern marketing practices.

The aim of the course is to give students the ability to differentiate their product or brand. This ability is absolutely crucial today. Furthermore, the course is focused on the systematic building of corporate reputation and activities aimed at supporting the sale of a particular product or service. Students will learn to understand why people behave (and make decisions) the way they behave and thus target marketing to specific communities or groups of people. By completing the course, the student is able to compile a sales and marketing plan for a selected product, identify criteria for customers' purchasing decisions, prepare a targeted marketing campaign and improve cooperation with the sales team.

The aim of the course is to apply the methods of critical thinking for one's own goals and to understand the importance of critical thinking. The aim of the course is to provide students with the necessary insight into the deeper and societal consequences that come with the development of marketing communication and PR. The course introduces students to ethical dilemmas in the field of marketing, such as marketing aimed at children. The course develops critical thinking and focuses on preparation for responsible decision-making. By completing the course, students are able to detect possible risks and know the effects of marketing communication and PR on society.

The aim of the course is to acquaint students with the standards of marketing research and marketing strategy and to expand students' understanding of the importance of marketing research. The course develops students' managerial and marketing skills and helps to understand the links between management decisions in various areas of business management and implemented corporate strategy and proves the projection of marketing decisions into other areas of business management. Furthermore, students are introduced to specific statistical methods that are used in research practice. Students will learn to describe the process of marketing research, classify applications of marketing research, select appropriate methods of primary research, create a questionnaire and evaluate data from the survey.

The subject of online marketing and social networks acquaints students with the importance of online marketing today. Great emphasis is placed on social networks, as the most popular form of online communication. The course deals in detail with online tools for promotion and marketing. The course deals with the basics of web construction in terms of structure and content, explains the principles of search engine optimization and discusses other elements such as keywords, principles of copywriting, creating campaigns on the Internet and the specifics of individual tools and channels. The graduate of the course will understand the basic principles and specifics of internet marketing.

The aim of the subject branding is to clarify the process of creating and using the visual identity of the brand. The course covers individual parts of branding such as brand design, logo, visual style and other elements of the brand. Branding is one of the key and irreplaceable marketing activities that fundamentally affects the image of the product and the desired attitudes in the community of customers and those interested in products. The course describes in detail not only branding but also brand building, which deals with comprehensive brand building and management.