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Psychology of Advertising (PSYC90103)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable (login required)(opens in new window)
Contact information
Semester 1
Overview
| Availability | Semester 1 |
|---|---|
| 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
On completion of the subject, students should be able to:
- Describe the psychological theories that impact advertising and communication development
- Critically evaluate advertising examples from a psychological perspective
- Explain how the psychology of advertising can be utilised to encourage positive behaviour change
- Create persuasive messages based on the theories of influence and persuasion
- Describe the impact of culture, humour, and stereotypes on advertising development
- Explain the use, limitations, and risk of targeted advertising via social media.
Generic skills
- Competence in analytics, information integration and synthesizing
- The ability to translate aims and objectives for investigating complex problems into measurable questions, hypotheses, findings, and answers
- Skills in written communication
- Critical thinking skills, specifically as applied to theoretical analysis and methodological concerns.
- Problem solving skills, which should be enhanced through the study of research design and research methods
Last updated: 10 November 2023
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: 10 November 2023
Assessment
| Description | Timing | Percentage |
|---|---|---|
Mid-semester exam
| Week 4 | 20% |
Essay
| Week 10 | 40% |
Final exam
| During the examination period | 40% |
| Hurdle requirement: Hurdle requirement of at least 80% attendance at all coursework and seminar activities associated with this subject. | Throughout the teaching period | N/A |
Last updated: 10 November 2023
Dates & times
- Semester 1
Principal coordinator Cassie Hayward Mode of delivery On Campus (Parkville) Contact hours Total time commitment 170 hours Teaching period 26 February 2024 to 26 May 2024 Last self-enrol date 8 March 2024 Census date 3 April 2024 Last date to withdraw without fail 3 May 2024 Assessment period ends 21 June 2024 Semester 1 contact information
Time commitment details
170 hours
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
- Completion rate. Students who started their course from 2022 and are in a CSP or receiving a HELP Loan (eg FEE-HELP) must meet the completion rate to continue to receive Commonwealth Support for that course.
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement, and as a fail toward the completion rate, unless there are approved ‘special circumstances’.
Last updated: 10 November 2023
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
Last updated: 10 November 2023