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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