Module Catalogue 2020/21

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
Semester 2 Credit Value: 10
ECTS Credits: 5.0
Pre Requisites
Pre Requisite Comment

Successful completion of a stage 1 marketing module is a requirement

Co Requisites
Co Requisite Comment



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

Learning Outcomes

Intended Knowledge Outcomes

By the end of this module, a successful student should be able to:

1. Identify, analyse and justify the appropriateness of marketing communications techniques to specific communications scenarios
2. Discuss how marketing communications are used by both the private and public sectors
3. Critically appraise behaviour change theories

Intended Skill Outcomes

At the end of the module a successful student should be able to :
1.       Demonstrate critical analysis to behaviour change theories
2.       Demonstrate information literacy, written communication, evidence synthesis and problem solving skills through the continuously assessed assignment
3.       Demonstrate critical thinking and writing skills with respect to the analysis, interpretation and presentation of evidence in the examination assessment
4. Understand semiotic analysis

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture101:0010:00Formal lectures
Guided Independent StudyAssessment preparation and completion114:0014:00Individual report
Guided Independent StudyAssessment preparation and completion122:0022:00Revision for and completion of exam
Scheduled Learning And Teaching ActivitiesLecture32:006:00Formal lectures
Guided Independent StudyDirected research and reading102:0020:00Directed reading to support class topics
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00Seminar discussions based on guided reading and set questions
Scheduled Learning And Teaching ActivitiesDrop-in/surgery21:002:00Assessment surgery
Guided Independent StudyIndependent study120:0020:00Research and reading to extend knowledge beyond the course material
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.

Reading Lists

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination902A702 unseen questions from 4
Other Assessment
Description Semester When Set Percentage Comment
Written exercise2M30Individual 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.


Past Exam Papers

General Notes

Original Handbook text:

Disclaimer: The information contained within the Module Catalogue relates to the 2020/21 academic year. In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described. Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2021/22 entry will be published here in early-April 2021. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.