This unit is a mix of psychological science and marketing practice. The unit starts with an academic perspective on communication and review of various persuasive techniques. However, this is not only a scientific and research-based unit. It is also a practical unit that explores persuasive effects. The acquired knowledge of psychology and communication will place students in the driver’s seat to decode and explain how persuasion works. Students take what they learn from the science and delve into the practice behind why and how it works. As a consumer, this unit is designed to open students' eyes, stop and think, and understand why we buy what we buy. As someone in the persuasion business (and we are all in the persuasion business), students will find the applications useful.
At the completion of this unit, you should be able to:
Unit outlines will be available 1 week before the first day of teaching for the relevant session.