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![]() | 2017/8 |
![]() | School of Management |
![]() | 6 [equivalent to 12 CATS credits] |
![]() | 120 |
![]() | Honours (FHEQ level 6) |
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![]() | CW 0%, EX 100% |
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![]() | Before taking this module you must take MN20607 OR take MN20081 OR take MN20016 |
![]() | Aims: * To provide participants with a comprehensive overview of advertising theory and practice. * To teach how to manage advertising development using a range of different communication models * To review recent psychology learning especially that related to the role of attention and emotion (affect), and show how this relates to new ideas about brand communication and consumer decision-making * To outline best practice in advertising evaluation. Learning Outcomes: * Students will learn and critically evaluate a range of models of brand communication * Students will be able to use these models to manage the development of new communication campaigns * Students will learn to apply up-to-date methods of evaluating advertising effectiveness. Skills: * Analytical Skills - assessed * Writing Skills - assessed * Class participation skills Content: The role of brand communication in influencing brand choice will be critically examined making extensive use of in-class discussion of examples of advertising. The following specific subjects will be covered: Lecture 1: Introduction to the course & review of traditional advertising management Lecture 2: Cognitive Brand Choice Models Lecture 3: Simple non-cognitive models Lecture 4: Psychology of Learning & Attention Lecture 5: Psychology of Affective Processing Lecture 6: Models of Affect and Attention Lecture 7: Low Attention Processing model Lecture 8: Advertising Evaluation Lecture 9: Practical issues in advertising development Lecture 10: Practical session in managing advertising strategy development Lecture 11: Revision . |
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MN30036 is Compulsory on the following programmes:School of Management
MN30036 is Optional on the following programmes:School of Management
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Notes:
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