Outline

Overview

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

Academic unit	Marketing
Credit points	6
Prerequisites ?	MKTG1001
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	John Parker, john.parker@sydney.edu.au

Assessment

The census date for this unit availability is 31 March 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Written exam	Final Exam Final exam testing course content	40%	Formal exam period	2 hours	AI prohibited
Outcomes assessed:
Contribution	Participation Preparation and participation in workshops and discussion boards.	8%	Ongoing	Workshop 2-hours weekly	AI allowed
Outcomes assessed:
Interactive oral	Persuasive Pitch Presentation Students undertake a one-on-one discussion on their pitch.	15%	Week 07 Due date: 17 Apr 2026 at 23:59 Closing date: 17 Apr 2026	5min pitch + 15min discussion	AI prohibited
Outcomes assessed:
Contribution	Business Research Component Participation in marketing research	2%	Week 12 Due date: 22 May 2026 at 17:00 Closing date: 22 May 2026	N/A	AI allowed
Outcomes assessed:
Written work	Persuasive Advertising Report Written Report	35%	Week 13 Due date: 31 May 2026 at 23:59 Closing date: 14 Jun 2026	4,000 words	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

Interactive Oral Presentation (15%)

In groups, using the psychological principles of advertising and the persuasive message strategy techniques, students will develop a persuasive message strategy, and a creative brief. You will present your ideas in a recorded presentation pitch due week 7 and respond to questioning around the reasoning and justification of the core constructs you have applied in your week 8 workshop.

Written Report (35%)

In the written report your group will adapt the components of your presentation pitch based on feedback and proceed to develop an executional campaign idea and media strategy.

Participation (8%)

Participation is ongoing and will be based on students’ contribution in workshops to a number of activities designed to reinforce key learnings and to assist in the development of the group project. Participation will not simply be a measure of how much students contribute to class discussion, but more importantly whether comments are thoughtful and stimulating, provide insight into the topics of investigation, pose interesting questions to peers and provide relevant examples to illustrate a clear point of view. Students are expected to complete the preperation tasks prior to their workshop attendance. Students can be randomly asked to submit their pre-workshop work on any week as a record of their participation/preparation.

Business Research Component (2%)

You will have two options for completing this Assessment: Option 1 – participate in a research study; Option 2 – complete a research paper review.

Final Exam (40%)

The final exam will be held in the formal exam period. Students will be expected to have a depth of understanding around the course content.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

Deduction of 5% of the maximum mark for each calendar day after the due date. After ten calendar days late, a mark of zero will be awarded

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	1. Introduction to Persuasive Advertising	Lecture (1 hr)
Week 01	Workshop 1	Tutorial (2 hr)
Week 02	2. Psychological Principles of Persuasive Advertising (Part 1)	Lecture (1 hr)
Week 02	Workshop 2	Tutorial (2 hr)
Week 03	3. Psychological Principles of Persuasive Advertising (Part 2)	Lecture (1 hr)
Week 03	Workshop 3	Tutorial (2 hr)
Week 04	4. Persuasive Message Techniques (Part 1)	Lecture (1 hr)
Week 04	Workshop 4	Tutorial (2 hr)
Week 05	5. Persuasive Message Techniques (Part 2)	Lecture (1 hr)
Week 05	Workshop 5	Tutorial (2 hr)
Week 06	6. Advertising Message Strategy & Creative Brief	Lecture (1 hr)
Week 06	Workshop 6	Tutorial (2 hr)
Week 07	7. Persuasive Creative Execution Techniques (Part 1)	Lecture (1 hr)
Week 07	Workshop 7	Tutorial (2 hr)
Week 08	8. Persuasive Creative Execution Techniques (Part 2)	Lecture (1 hr)
Week 08	Workshop 8	Tutorial (2 hr)
Week 09	9. Craft in Art Direction & Copywriting	Lecture (1 hr)
Week 09	Workshop 9	Tutorial (2 hr)
Week 10	10. Critiquing Advertising Execution	Lecture (1 hr)
Week 10	Workshop 10	Tutorial (2 hr)
Week 11	11. Media Selection	Lecture (1 hr)
Week 11	Workshop 11	Tutorial (2 hr)
Week 12	12. Pulling It All Together	Lecture (1 hr)
Week 12	Workshop 12	Tutorial (2 hr)
Week 13	13. Exam Discussion & Preparation	Lecture (1 hr)
Week 13	Workshop 13	Tutorial (2 hr)

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

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.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

This unit has been updated in response to student feedback since it was last offered.

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Study commitment

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Disclaimer

On this page

Useful links

MKTG3121: Advertising: Persuasive Principles

Semester 1, 2026 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Study commitment

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Disclaimer

On this page

Useful links