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Unit of study_
MKTG6006: Persuasive Advertising: Illuminating Dark Art
2024 unit information
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.
Unit details and rules
Managing faculty or University school:
Marketing
| Code | MKTG6006 |
|---|---|
| Academic unit | Marketing |
| Credit points | 6 |
|
Prerequisites:
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|
MKTG5001 |
|---|---|
|
Corequisites:
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|
None |
| Prohibitions:
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|
MKTG3121 |
| Assumed knowledge:
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|
None |
At the completion of this unit, you should be able to:
- LO1. describe the differences in effectiveness between persuasive techniques.
- LO2. evaluate and improve on persuasive messages.
- LO3. apply analytical insights to identify different solutions to advertising challenges.
- LO4. analyse enablers and barriers to the effectiveness of individual persuasive techniques.
- LO5. experiment with different persuasive techniques to simulate creativity in advertising.
- LO6. evaluate the problem of communicating effectively to a target group.
Unit availability
This section lists the session, attendance modes and locations the unit is available in. There is a unit outline for each of the unit availabilities, which gives you information about the unit including assessment details and a schedule of weekly activities.
The outline is published 2 weeks before the first day of teaching. You can look at previous outlines for a guide to the details of a unit.
Modes of attendance (MoA)
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