Studium » Studienmodule » Werbepsychologie
Übersicht Studienmodul
| Module Code | MM 280 |
| Module Title | Werbepsychologie · Advertising Psychology |
| Academic level | Level 2 |
| Credit value | 5 |
| Instruction | German |
| Pre-requisites | BM100 - Business Context & Functions |
| Co-requisites | All other Level 2 Business Management OR Marketing & Media modules |
|
Rationale for Module |
Our social environment is characterized on the one
hand by an abundance of information and on the other by an abundance of products. Companies are therefore dependent on communicating with their environment in a targeted manner in order to sell their products/services successfully in their respective target markets. The importance of communication as a major component in the range of marketing instruments and its influence in modern organisations is also growing as the possibilities provided by modern technologies increase. This context underlines the importance of developing the most effective, modern communication possible as a means of awareness creation, brand-building and of reaching target groups with sales-promotional advertising information. This module provides students with the tools of psychological and behavioural theory needed to communicate advertising messages as effectively as possible. The module builds on student knowledge and skills in the fields of typography, print media design and digital media gained in the Level 1 module ‘Media Production & Layout’. The module is closely related to the other Level 2 marketing modules and students are encouraged to relate advertising psychology to the wider context of marketing communication. It is preparation for the Level 3 modules ‘Consumer Behaviour’ and ‘Marketing & Media Interactions’. |
| Aims |
This module aims to: • provide an overview of standard psychological theories of perception, learning, motivation and emotions • develop students’ abilities to employ psychological and behavioural understanding in relation to media communication • enable students to reflect critically on their own behaviour in relation to advertising messages |