Syllabus
1. 1st lesson – Introduction + Adjusting expectations
2. 2nd lesson – Elaboration Likelihood Model (ELM)
3. 3rd lesson – Elaboration Likelihood Model (ELM)
4. 4th lesson – Rationalism vs Emotionalism
5. 5th lesson – Rationalism vs Emotionalism
6. 6th lesson – The concept of ‘Storytelling’
7. 7th lesson – The concept of ‘Storytelling’ + Positive and negative emotions
8. 8th lesson – Positive and negative emotions
9. 9th lesson – The short- & long-term impacts of using emotions in marketing
10. 10th lesson – The short- & long-term impacts of using emotions in marketing
11. 11th lesson – Group assignment presentation
12. 12th lesson – Group assignment presentation
13. 13th lesson – Final test + Course summary *The schedule may change during the semester
Annotation
Students Learning Outcomes (SLOs):
At the conclusion of this course students will be able to:
- Effectively implement and evaluate emotions-based campaigns
- Develop a marketing emotions-based campaign which fits the needs of a given company and providing practical and professional recommendations for a better performance
- Summarize strategies and models for risk management which might appear by the ‘emotions usage’
The lecturer of the course is Eyal Frayden.
Brief bio about the lecturer:
Eyal Frayden holds a B.A. in Management and Marketing from Ben-Gurion University of the Negev, Israel, a third year Honor Student who also graduated with honor and an M.B.A with a concentration in Marketing from University of New-York in Prague, Czech Republic. Eyal worked as a Teaching Assistant and a Research Assistant in Ben-Gurion University for three years within the classes "Introduction to Law", "Contracts and Business Law", "Principles of Marketing" and "Foundations of Business Thought" and one year in the International YMCA University of Applied Science in Kassel, Germany.
Eyal is currently working as a Senior Account Executive in a top leading Israeli public company and the previous Head of Sales of one of the top start-ups in Czech Republic.