Aims

Engaging target audiences with content that is understood and where meaning is conveyed effectively, is the primary goal of marketing communications. Marketing communications can be used to: differentiate products or services within a category; reinforce product and service messages and experiences by reminding and reassuring consumers about them; inform consumers by educating and increasing awareness; and persuade consumers by encouraging behaviour change through "calls action." How do marketing communications work? And why might target audience understanding fail? This module takes a critical approach to understanding fail? This module takes a critical approach to understanding marketing communications theories and concepts' particularly in relation to behaviour change.

Outline Of Syllabus

Indicative content:

Disciplinary perspectives on communication and behaviour change
Models of communication and integrated marketing communications
Source characteristics
Semiotic analysis
Heuristics and biases
Social Marketing and public health promotion
Theories of behaviour change
Social proof in conversion rate optimisation
Digital Marketing

Teaching Rationale And Relationship

A blended learning approach will assist students in achieving the stated learning outcomes. There will be opportunities for students to pose questions, debate, and discuss issues during seminar sessions. A variety of materials will be posted on Canvas, including most key readings and supplementary sources.

Assessment Rationale And Relationship

This assessment will combine a critical analysis of a communication and/or behavioural change concept, and additionally require a semiotic analysis. In doing so, the assessment will address aspects of all three learning objectives.