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NES3111 : Communication and Behaviour Change

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Sharron Kuznesof
  • Lecturer: Professor Lynn Frewer
  • Owning School: Natural and Environmental Sciences
  • Teaching Location: Newcastle City Campus

Your programme is made up of credits, the total differs on programme to programme.

Semester 2 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System


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
Guided Independent StudyAssessment preparation and completion124:0024:00Assignment preparation
Scheduled Learning And Teaching ActivitiesLecture101:3015:00In Person lectures
Guided Independent StudyDirected research and reading101:0010:00Engagement with Canvas discussions
Guided Independent StudyDirected research and reading63:0018:00Reading to support seminar discussions
Guided Independent StudyDirected research and reading83:0024:00Reading to support lectures
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00In person seminars
Scheduled Learning And Teaching ActivitiesDrop-in/surgery31:003:00Optional online "drop-ins" for assignment support
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 so, the assessment will address aspects of all three learning objectives.

Reading Lists