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Unit of study_

MKTG6006: Creating Persuasive Communications

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.

Code MKTG6006
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 organisations.
  • 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.

Unit outlines

Unit outlines will be available 1 week before the first day of teaching for the relevant session.