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Module

ACE3202 : Communication and Behaviour Change

  • Offered for Year: 2020/21
  • Module Leader(s): Dr Sharron Kuznesof
  • Lecturer: Dr Orla Collins, Dr Luca Panzone
  • 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

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion120:0020:00Non-synchronous. Individual assignment preparation
Scheduled Learning And Teaching ActivitiesLecture81:008:00Non-synchronous online.
Scheduled Learning And Teaching ActivitiesSmall group teaching81:008:00divided by ML into breakout rooms via zoom with PGR moderators in the rooms
Structured Guided LearningStructured research and reading activities93:0027:00Non-synchronous.
Structured Guided LearningStructured non-synchronous discussion91:009:00Non-synchronous
Scheduled Learning And Teaching ActivitiesDrop-in/surgery31:003:00Synchronous online.
Guided Independent StudyIndependent study72:0014:00Non-synchronous.
Scheduled Learning And Teaching ActivitiesModule talk21:002:00Synchronous online.
Guided Independent StudyOnline Discussion91:009:00Non-synchronous online.
Total100:00
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

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

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

Exams
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.

Reading Lists

Timetable