Marketing Communication

Faculteit Economie en Bedrijfskunde
Jaar 2021/22
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.
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,  -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
Verplichte literatuur
Titel Auteur ISBN Prijs
The psychology of advertising*(3nd Ed.), 2020. New York, NY: Routledge. Fennis, B.M., W. Stroebe, 9780367346393 ca. €  39,58
Entreevoorwaarden
Opmerkingen Secretary Marketing (B. Wever): room 5411-0334), phone +31(0)50 3637065, email marketing.education@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
Courses Exchange (MSc)  (Courses Exchange Students (MSc) with limited access) 1 semester II a keuze
MSc Human Resource Management/HRM  (keuzevakken B MSc HRM) 1 semester II a keuze
MSc International Business & Management/IB&M  (keuzevakken B MSc IB&M) 1 semester II a keuze
MSc Marketing  (keuzevakken A Marketing Management) 1 semester II a keuze