ACE3202 : Communication and Behaviour Change

Semester 2 Credit Value: 10
ECTS Credits: 5.0


This module seeks to explore the different marketing communications techniques available and the development of communication strategies to support positive behaviour change, which will enable people to initiate, sustain and maintain positive and desirable behaviour outcomes.

This module has been mapped against Chartered Institute of Marketing (CIM) Level 4 Integrated Communication module (learning outcomes 3, 5 & 6 out of 1-6) and addresses the Association for Nutrition (AfN) core competencies (CC1q, CC3c, CC3d, CC3e, CC3f).

Outline Of Syllabus

Indicative content:

Disciplinary perspectives on communication and behaviour change
Models of communication and integrated marketing communications
The Communications Mix
Social Marketing and public health promotion
Theories of behaviour change
Food Labelling and Packaging
Food Risk Communication
Digital Marketing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture101:0010:00Formal lectures
Guided Independent StudyAssessment preparation and completion114:0014:00Individual report
Guided Independent StudyAssessment preparation and completion122:0022:00Revision for and completion of exam
Scheduled Learning And Teaching ActivitiesLecture32:006:00Formal lectures
Guided Independent StudyDirected research and reading102:0020:00Directed reading to support class topics
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00Seminar discussions based on guided reading and set questions
Scheduled Learning And Teaching ActivitiesDrop-in/surgery21:002:00Assessment surgery
Guided Independent StudyIndependent study120:0020:00Research and reading to extend knowledge beyond the course material
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

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

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