ACE3202 : Communication and Behaviour Change
- Offered for Year: 2020/21
- Module Leader(s): Dr Sharron Kuznesof
- Lecturer: Dr Luca Panzone, Dr Orla Collins
- Owning School: Natural and Environmental Sciences
- Teaching Location: Newcastle City Campus
Semesters
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
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 Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 10 | 1:00 | 10:00 | Formal lectures |
| Guided Independent Study | Assessment preparation and completion | 1 | 14:00 | 14:00 | Individual report |
| Guided Independent Study | Assessment preparation and completion | 1 | 22:00 | 22:00 | Revision for and completion of exam |
| Scheduled Learning And Teaching Activities | Lecture | 3 | 2:00 | 6:00 | Formal lectures |
| Guided Independent Study | Directed research and reading | 10 | 2:00 | 20:00 | Directed reading to support class topics |
| Scheduled Learning And Teaching Activities | Small group teaching | 6 | 1:00 | 6:00 | Seminar discussions based on guided reading and set questions |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 2 | 1:00 | 2:00 | Assessment surgery |
| Guided Independent Study | Independent study | 1 | 20:00 | 20:00 | Research and reading to extend knowledge beyond the course material |
| Total | 100:00 |
Teaching Rationale And Relationship
Formal lectures and seminar discussion will assist the students in achieving the stated learning outcomes. There will be opportunities for students to pose questions, debate, and critically discuss issues during class sessions. A variety of materials will be posted on Blackboard, including most key readings and supplementary sources.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Written Examination | 90 | 2 | A | 70 | 2 unseen questions from 4 |
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Written exercise | 2 | M | 30 | Individual report (1000 words) |
Assessment Rationale And Relationship
The examination assesses knowledge, critical analysis, written communication and problem-solving skills across the learning outcomes.
The individual written exercise provides students with a choice of critically engaging with either marketing communications or behaviour change materials.
Students will also need to demonstrate information literacy, written communication, evidence synthesis and critical analysis or reflection (depending on choice of assessment) in the written exercise.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- ACE3202's Timetable