ACE3202 : Communication and Behaviour Change
- Offered for Year: 2022/23
- Module Leader(s): Dr Sharron Kuznesof
- Lecturer: Professor Lynn Frewer
- Other Staff: Miss Eleni Hadjigeorgiou
- 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 |
|---|---|---|---|---|---|
| Structured Guided Learning | Lecture materials | 8 | 1:00 | 8:00 | Non-synchronous online. |
| Guided Independent Study | Assessment preparation and completion | 1 | 20:00 | 20:00 | Individual assignment preparation |
| Structured Guided Learning | Structured research and reading activities | 9 | 3:00 | 27:00 | Non-synchronous. |
| Scheduled Learning And Teaching Activities | Small group teaching | 8 | 1:00 | 8:00 | Present in Person (PiP) |
| Structured Guided Learning | Structured non-synchronous discussion | 9 | 1:00 | 9:00 | Non-synchronous |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 3 | 1:00 | 3:00 | Present in Person (PiP) |
| Guided Independent Study | Independent study | 7 | 2:00 | 14:00 | Independent Study |
| Guided Independent Study | Online Discussion | 9 | 1:00 | 9:00 | Non-synchronous online. |
| Scheduled Learning And Teaching Activities | Module talk | 2 | 1:00 | 2:00 | Present in Person (PiP) |
| 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 to, the assessment will address aspects of all three learning objectives.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- ACE3202's Timetable