From Attention to Zeitgeist offers a comprehensive exploration of how psychological principles can elevate marketing from mere messaging to meaningful influence. This course spans the full spectrum of psychology relevant to marketing — from the mechanics of capturing attention to decoding cultural trends that shape consumer values and behavior.

Students will engage with both micro-level psychological insights (like attention, emotion, memory, and decision-making) and macro-level cultural dynamics (such as zeitgeist, symbolism, and generational shifts). The emphasis is on practical application: learners will build a psychological toolkit they can use to craft ethically persuasive, strategically sound campaigns.

Through case studies, interactive workshops, and a hands-on project, students will learn how to:

• Design messages that cut through noise and hold attention;

• Trigger emotional resonance and lasting memory;

• Leverage behavioral economics to shape consumer decisions;

• Decode cultural movements and align brand strategy with societal trends.

A guest expert in cultural strategy or behavioral design will provide real-world context, and students will conclude the course by developing a psychologically informed marketing campaign, applying the full range of tools introduced.

This course is ideal for students seeking to deepen their understanding of how people think, feel, and respond — and how to ethically use that insight to build powerful marketing.

Course attendance is monitored troughout the semester (attendence in 80% of the classroom sessions is mandatory).

The course offers a blend of classic lecturing with special emphasis on hands-on case studies that cummulate in a practice project. The course is highly interactive and students are expected to contribute significantly throughout the semester.

Grading is based on

(1) practice project (40%)

(2) case work (30%) 

(3) individual in-class quizzes (20%)

(4) participation and attendance (10%)

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