NES3111 : Communication and Behaviour Change
- Offered for Year: 2024/25
- Module Leader(s): Professor Lynn Frewer
- Co-Module Leader: Dr Beth Clark
- Owning School: Natural and Environmental Sciences
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
| European Credit Transfer System | |
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 |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 24:00 | 24:00 | Assignment preparation |
| Scheduled Learning And Teaching Activities | Lecture | 10 | 1:30 | 15:00 | In Person lectures |
| Guided Independent Study | Directed research and reading | 6 | 3:00 | 18:00 | Reading to support seminar discussions |
| Guided Independent Study | Directed research and reading | 8 | 3:00 | 24:00 | Reading to support lectures |
| Guided Independent Study | Directed research and reading | 10 | 1:00 | 10:00 | Engagement with Canvas discussions |
| Scheduled Learning And Teaching Activities | Small group teaching | 6 | 1:00 | 6:00 | In person seminars |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 3 | 1:00 | 3:00 | Optional online "drop-ins" for assignment support |
| Total | 100:00 |
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 Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Report | 2 | M | 100 | Individual report (1800 words) |
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.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NES3111's Timetable