Watch these videos – draw a diagramme of their contents – be ready to either explain their contents or use them to broaden your understanding of marketing communication
Pay attention: this video file is now complete for the oral exam, with 6 videos
Is there a buy button inside the brain? by Patrick Renvoisé:
Most companies find it hard to get their marketing dollars to show a real return.
By designing sales and marketing strategies that directly impact the instinctual, survival oriented and unconscious brain, Patrick Renvoisé helps your customer’s better understand what you could do for them.
Hooked: How to build habit-forming products by NIR EYAL:
Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?
Nir Eyal answers these questions (and many more) by explaining the Hook Model
Knowing Generation K: It is essential for businesses to understand today’s teenagers as they represent a very significant market. This generation, Generation K (born 1995-2000), are profoundly different to previous generations. Here, economist and strategist Noreena Hertz speaks at the Google Zeitgeist in May 2015 and gives insight into where these differences lie and why it is important for businesses to truly understand them.
Are we in control of our decisions?
Behavioural economist Dan Arieli explains in this TED talk that we are Predictably Irrational When it comes to making decisions in our lives, we think we’re in control and making smart, rational choices. We’re not, not when we pay for a coffee, try to lose weight, want to buy a car or are choosing a partner.
Thales Teixeira, Harvard Business School professor, explains what makes us want to watch — and share — certain commercials.
As web companies strive to tailor their services (including news and search results) to our personal tastes, there’s a dangerous unintended consequence: We get trapped in a “filter bubble” and don’t get exposed to information that could challenge or broaden our worldview. Eli Pariser argues powerfully that this will ultimately prove to be bad for us and bad for democracy.
Read this file – draw a diagramme of the contents – be ready either to explain their contents or use them to broaden your understanding of marketing communication.
Pay attention: this press file is now complete for the oral exam with 5 documents Click on the titles below to start downloading the PDF documents.
2. Top 10 global consumer trends (select three only for the exam)
Personal article selection (reminder)
“Among the numerous articles you’re going to read this year (aren’t you?) for your own pleasure and information in the British and American press, you’ll select 6 articles in all, to be copied and handed in, together with a diagram for each text (not a summary!) And a front page providing your name, group and the correct bibliographical information for your texts (see the school manual if necessary). The subject is left to your choice, as long as you can explain any relation with marketing communication. The length is at least two full A4 sheets in normal font size and spacing, providing sufficient information for you to develop an interesting answer on the oral exam. Keep a copy for your own use! These texts are included in your preparation of the oral exam.”
Deadline: 3 texts by December 2, 2016 – 3 more texts by March 31, 2017 – Erasmus students only need to hand in three texts in March
> Possible resources for articles – just a few suggestions among many possibilities