Academic Catalog 2023–2024

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MKT335 Emotional Intelligence

[3–0, 3 cr.]

This course exposes students to emotional intelligence and its application in marketing. It aims to equip them with the knowledge, skills, and mindset necessary to integrate emotional intelligence principles into marketing strategies, enhance customer experiences, and build strong relationships with customers.

Topical coverage includes: the role of emotions in advertising, branding, and customer experience; communication skills and empathy needed to connect with customers’ emotions and needs effectively; importance of emotional responsiveness in marketing interactions; techniques to manage and regulate emotions in marketing situations, such as handling customer complaints, managing conflicts, and dealing with stressful marketing scenarios; ethical implications when leveraging emotions in marketing practices.

Prerequisite: MKT201 Introduction to Marketing