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Psychology of Advertising (PSYC90103)
Graduate courseworkPoints: 12.5On Campus (Parkville)
For information about the University’s phased return to campus and in-person activity in Winter and Semester 2, please refer to the on-campus subjects page.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Winter Term
Dr Cassie Hayward
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
Overview
Availability | Winter Term |
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Fees | Look up fees |
This subject will explore the psychological theories that relate to the development of advertising and communication messages. We will read and discuss classic and emerging articles from psychology that help us gain an understanding of how to craft effective advertising messages. We will explore the psychological processes in consumer decision-making and how and why persuasion attempts are effective. Psychological constructs covered include attitudes, decision-making, implicit persuasion, compliance, cognitive dissonance, and ethics.
Intended learning outcomes
- Understand the psychological theories that impact advertising and communication development
- Critically evaluate advertising examples from a psychological perspective
- Understand how the psychology of advertising can be utilised to encourage positive behaviour change
- Create persuasive messages based on the theories of influence and persuasion
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
Admission into the MC-AP Master of Applied Psychology
Students who are not enrolled in the Master of Applied Psychology but who wish to enrol in this subject, must seek permission from the Course Coordinator for the Master of Applied Psychology (details in the course's Handbook entry).
In order to be considered, students must have completed an accredited psychology major as part of their undergraduate degree or equivalent.
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 3 November 2022
Assessment
Due to the impact of COVID-19, assessment may differ from that published in the Handbook. Students are reminded to check the subject assessment requirements published in the subject outline on the LMS
Description | Timing | Percentage |
---|---|---|
Essay assignment
| 1 Weeks after the end of teaching | 40% |
Final exam consisting of a mix of multiple choice and short essay style answers
| End of the teaching period | 60% |
Hurdle requirement: Attendance at more than 80% of classes | Throughout the teaching period | N/A |
Hurdle requirement: Students must complete all components of the assessment and achieve an aggregate score of 50% in the subject to be eligible for a pass | Throughout the teaching period | N/A |
Last updated: 3 November 2022
Dates & times
- Winter Term
Principal coordinator Cassie Hayward Mode of delivery On Campus (Parkville) Contact hours 32 hours via intensive mode over the winter semester. Total time commitment 170 hours Teaching period 14 July 2020 to 23 July 2020 Last self-enrol date 16 July 2020 Census date 17 July 2020 Last date to withdraw without fail 25 July 2020 Assessment period ends 31 July 2020 Winter Term contact information
Dr Cassie Hayward
Time commitment details
170 hours
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
Last updated: 3 November 2022