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Unit of study_

MKTG3121: Advertising: Persuasive Principles

All advertising is about changing people’s behaviour. The more effectively and efficiently brands can change consumer behaviour, the better the advertising. Therefore, this unit on advertising takes the approach of dissecting the psychological principles behind persuasion to change behaviour and then talking through how advertisers use each technique. The unit draws heavily on real-world advertising ideas. The unit first discusses how to define and then understand the dynamics of behaviour change, before looking at how to change behaviour using a variety of techniques. There is not just one way to change behaviour and the techniques act as a toolkit for creating behaviour change.

Code MKTG3121
Academic unit Marketing
Credit points 6

At the completion of this unit, you should be able to:

  • LO1. know how persuasive communication skills and abilities contribute to the effective and socially responsible management of organizations.
  • LO2. understand the challenge facing contemporary organisations to design persuasive messages.
  • LO3. apply several strategies to formulate persuasive messages about challenges facing the broader society.
  • LO4. analyse critically creative attempts to communicate effectively to a target group.
  • LO5. synthesise insights from across cognitive and social psychology, communication studies and linguistics, through to marketing.
  • LO6. evaluate the problem of communicating effectively to a target group.