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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
Semester 2 Credit Value: 10
ECTS Credits: 5.0


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 LearningLecture materials81:008:00Non-synchronous online.
Guided Independent StudyAssessment preparation and completion120:0020:00Individual assignment preparation
Structured Guided LearningStructured research and reading activities93:0027:00Non-synchronous.
Scheduled Learning And Teaching ActivitiesSmall group teaching81:008:00Present in Person (PiP)
Structured Guided LearningStructured non-synchronous discussion91:009:00Non-synchronous
Scheduled Learning And Teaching ActivitiesDrop-in/surgery31:003:00Present in Person (PiP)
Guided Independent StudyIndependent study72:0014:00Independent Study
Guided Independent StudyOnline Discussion91:009:00Non-synchronous online.
Scheduled Learning And Teaching ActivitiesModule talk21:002:00Present in Person (PiP)
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
Report2M100Individual 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