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Unit of study_

MKTG6006: Persuasive Advertising: Illuminating Dark Art

2025 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:

Business (Business School)

Study level Postgraduate
Academic unit Marketing
Credit points 6
Prerequisites:
? 
MKTG5001
Corequisites:
? 
None
Prohibitions:
? 
MKTG3121
Assumed knowledge:
? 
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.

Session MoA ?  Location Outline ? 
Semester 1 2024
Normal day Camperdown/Darlington, Sydney
Session MoA ?  Location Outline ? 
Semester 1 2025
Normal day Camperdown/Darlington, Sydney
Outline unavailable
Session MoA ?  Location Outline ? 
Intensive August - September 2020
Block mode Camperdown/Darlington, Sydney
Semester 1 2021
Normal day Camperdown/Darlington, Sydney
Semester 1 2021
Normal day Remote
Semester 1 2022
Normal day Camperdown/Darlington, Sydney
Semester 1 2022
Normal day Remote
Semester 1 2023
Normal day Camperdown/Darlington, Sydney
Semester 1 2023
Normal day Remote

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Modes of attendance (MoA)

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