PSYC-7206                  Psychology of Advertising and Marketing Research                  3 (3 + 0)


Marketing is a practice and studying marketing through the lens of psychology gives insight into the consumer mind with an understanding of how this psychological knowledge influences and improves marketing methods. This is an introductory course about the psychology of persuasion and consumer behavior as they relate to marketing and advertising. The course work emphasizes the development of specific and practical marketing expertise and skills, including methods of market research, the psychology of consumers, and the business of marketing and advertising. The goal is to provide students with a sound understanding of how advertising may impact consumers on a psychological level. The main objectives of this course are to: make students understand the manipulation of the target population’s psychographics in advertising, encourage further interest in advertising studies, familiarize students with basic types and skills in marketing research, and appreciate the diversity of modes of advertising and the corresponding manipulation of psychographics.




  1. Orientation to Marketing
  2. Functions of Marketing & Marketing strategy
  3. Market Segmentation; Limits of market segmentation
  4. Product Differentiation
  5. Cost of differentiation
  6. Essentials of Marketing Research
  7. Process of Marketing Research
  8. Promotional Strategies in Marketing
  9. Advertising in Marketing
  10. Consumer Behavior and marketing research
  11. Advertising Media; Psychology of Advertisement
  12. Creativity in Advertising: When It Works and When It Doesn't
  13. Marketing and Advertising in Pakistan


Recommended Texts


  1. Crawford, C. M., & Benedetto, C. A. (2014). New product management (11th ed.). London: McGraw Hill.
  2. McDaniel, C., & Gates, R. (2012). Marketing research essentials (8th ed.). London: Wiley Global Education.


Suggested Readings


  1. Martin, M., & Whiting, F. (2010). Human resource practice (5th ed.). Boston: Chartered Institute of Personnel and Development.
  2. Powell, H., Hardy, J., Hawkin, S., & MacRury, I. (2013). The advertising handbook. New Jersey: Routledge.
  3. Wells, W., Burnett, J., & Moriarty, S. E. (2000). Advertising: Principles & practice. New Delhi: Prentice-Hall.





Creativity in Advertising or how to Create an Effective Advertisement


Marketing mix and market & economic system

3 & 4

Value Added Marketing and Marketing Functions

5 & 6

Applications Of Social Psychology & Cognitive Psychology In Advertising


Introduction and Purpose of Advertising: Media and advertising




Limitations of Market Segmentation

10 &11

52 Types of Marketing Strategies By BJ Bueno and Scott Jeffrey

12 & 13

Qualitative research: in-depth interviewing and projective techniques

14 & 15


16 & 17

Revision and discussions






Sessional: 20 %

  • Project & presentation: (Assignment 1= 10 + Assignment 2= 10) {Every student will select a topic of presentation from their course contents and give presentation. Every student submits a written research project report as well.

Midterms: 30%

Final exam: 50%

Course start date: 11-10-2021

Class schedule: as per time table (Wednesday to Thursday: 12:30- 2:00 pm)

The mid and final terms will be held as per the academic calendar

Rules and Regulations

  • 75% class attendance are standards for the university therefore make the best effort to arrive on time!
  • Please be respectful of the teacher and classmates.
  • Participate actively and refrain from side conversations.
  • Refrain from using social media apps during class, turn off cell phones upon arrival to class
  • Submit assignments before deadlines

Course Material