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Marketing Communication
| Faculteit | Economie en Bedrijfskunde |
| Jaar | 2022/23 |
| Vakcode | EBM078A05 |
| Vaknaam | Marketing Communication |
| Niveau(s) | master, uitwisseling |
| Voertaal | Engels |
| Periode | semester II a |
| ECTS | 5 |
| Rooster | rooster |
| Uitgebreide vaknaam | Marketing Communication | ||||||||||||||||||||
| Leerdoelen | Upon completion of the course the student is able to: 1). Apply up-to-date scientific and academic knowledge about communication and advertising to solving practical marketing problems; 2). Assess and use principles and elements derived from scientific theories and research on the (psychological) effectiveness of marketing communications; 3). Critically reflect on theories and insights on the psychological effects of marketing communications, and give advice for managerial decision making in the field of marketing communications; 4). Present orally and in writing the findings and recommendations in a clear, coherent and scientific manner. |
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| Omschrijving | This course aims to provide students with an overview of the psychology of marketing communications. Grounded in recent academic findings, the effects of marketing communications on consumers’ cognition, attitude, and behavior will be discussed during the lectures. Students are expected to comprehend the psychological theories and findings of communications, apply them to marketing issues, and provide suggestions to managerial decision-making. The course consists of lectures, tutorials, and group assignments. In the lectures, students will obtain up-to-date knowledge about the psychology of marketing communications. In the first group assignment, students need to formulate scentifically and practically relevant research questions about marketing communications and translated them to hypotheses. In the second group assignment, students are expected to collect data, apply appropriate empirical tests, and discuss the findings of their research. In the tutorials, students will present their research proposal and findings in groups. | ||||||||||||||||||||
| Uren per week | 3 | ||||||||||||||||||||
| Onderwijsvorm | -hoorcollege , -werkcollege | ||||||||||||||||||||
| Toetsvorm | -groepsopdracht, -groepspresentatie, -individuele opdracht, -schriftelijk tentamen (open en mc vragen) | ||||||||||||||||||||
| Vaksoort | master | ||||||||||||||||||||
| Coördinator | prof. dr. B.M. Fennis | ||||||||||||||||||||
| Docent(en) | prof. dr. B.M. Fennis ,dr. M.C. Leliveld | ||||||||||||||||||||
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| Opmerkingen | Secretary Marketing (B. Wever): room 5411-0334), phone +31(0)50 3637065, email marketing.education@rug.nl | ||||||||||||||||||||
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