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Unit of study_
MKTG3121: Advertising: Persuasive Principles
2026 unit information
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.
Unit details and rules
Managing faculty or University school:
Business (Business School)
| Study level | Undergraduate |
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| Academic unit | Marketing |
| Credit points | 6 |
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Prerequisites:
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MKTG1001 |
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Corequisites:
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None |
| Prohibitions:
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None |
| Assumed knowledge:
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None |
At the completion of this unit, you should be able to:
- LO1. Explain and apply the key psychological principles that underpin persuasive advertising communication.
- LO2. Evaluate the role of persuasive creative advertising communication in shaping, reinforcing, and changing consumer attitudes and behaviour.
- LO3. Create persuasive advertising message strategy and campaign executions by applying concepts and techniques of communication theory to produce original, appropriate, and impactful work.
- LO4. Analyse and evaluate media decisions to ensure effective audience reach and engagement.
- LO5. Critically evaluate the originality, appropriateness and effectiveness of creative advertising campaigns across diverse contexts.
Unit availability
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