SEMINARS

Speaker

Sylwester BIALOWAS

Poznan University of Economics and Business

06/10/26 | h 9-13 | Unit 1

Foundations

of Cultural Marketing

13/10/26 | h 9-13 | Unit 2

Cultural Trends and Consumer Analysis

20/10/26 | h 9-13 | Unit 3

Designing experiments

in cultural research

27/10/26 | h 9-12 | Unit 4

Analysis, interpretation and ethics

The Neuroscience of Artification: Consumer Emotional and Cognitive Responses to Art-Luxury Brand Collaborations

This course explores the relationship between culture and marketing practices, examining how cultural contexts influence consumer behavior, branding, and communication strategies. Students will develop the ability to design culturally sensitive marketing campaigns that resonate with diverse audiences, enhancing brand loyalty and market penetration. The course combines theoretical foundations from cultural economics, cross-cultural psychology, and marketing with practical applications through case study analysis and interactive workshops. Students will explore cultural dimensions, analyze cultural trends and their impact on consumer behavior, and learn to create culturally adapted marketing strategies for products and services. Special emphasis is placed on the intersection of art, luxury brands, and cultural marketing—an area where University of Macerata has strong research expertise. The course includes analysis of cultural consumption patterns, sensory marketing in cultural contexts, and ethical considerations in cultural marketing practices.