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Module

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

Module leaders are revising this content in light of the Covid 19 restrictions.
Revised and approved detail information will be available by 17 August.

Assessment Methods

Module leaders are revising this content in light of the Covid 19 restrictions.
Revised and approved detail information will be available by 17 August.

Reading Lists

Timetable