Download psychological courses in English for international students

Syllabus: psychological courses in English for international students, delivered by the
Institute of Psychology, University of Wrocław, academic year 2015/2016
Psychology in Advertising for Erasmus
Course title
Psychology in Advertising
Institute
Institute of Psychology, Business Psychology Sub-Institute
Type of classes
Workshop
Year of study
ERASMUS
Semester
Winter
Course hours
30
Imiona, nazwiska, tytuły/stopnie naukowe osób prowadzących zajęcia
Michał Dębek, PhD
Course learning goals:
C1 Introduction to the universe of advertising management.
C2 To point out assumptions and techniques of psychographic research and analysis in modern
marketing management.
C3 To familiarize with psychological factors influencing perception of advertising and to show the
possibilities of applying cognitive psychology into marketing managerial practice (e.g. working with
consumers’ attention, perception, emotions, motivations etc.).
C4 To introduce variety of basic techniques of creating persuasive communication, altering or
reinforcing attitudes toward brands, products or ideas.
C5 Teamwork practice including role playing games to rehearse being a consumer, an account
manager, a strategist, a copywriter, and a creative director.
Course overview
1. Foundations of marketing, business strategy and modern advertising.
2. Clarification of the concepts of brand & branding, target group, consumer insight, and
unique selling proposition.
3. Foundations of psychography – values, attitudes, lifestyles and demographics; the basics of
segmentation.
4. The concept of a creative brief; development of student’s creative teams.
5. Getting consumers’ attention.
6. The battle a consumer’s memory.
7. Instilling emotions and piquing motivations in consumers.
8. Techniques of persuasion and altering the consumers’ attitudes.
9. Introducing variety of media to communicate the brand, product, service or idea: pros and
cons of TV, radio, press, outdoor, guerilla and BTL.
10. Creative teams’ shows and closing remarks.
Readings
Mandatory
Fennis, B., & Stroebe, W. (2015). The psychology of advertising (2nd ed.). Hove: Psychology Press.
Heath, R. (2012). Seducing the subconscious: The psychology of emotional influence in advertising.
Chichester, West Sussex, Hoboken, NJ: Wiley.
Lane, W. R., King, K. W., Russell, T., & Kleppner, O. (2005). Kleppner's advertising procedure
(International edition). Upper Saddle River, N.J.: Pearson/Prentice Hall.
Grading
Team presentation of the advertising campaign project.
Grades 2-5, where 2 is a negative and 3,4, and 5 are positive grades.
Language
English
ECTS Points
4