< Psychology of Advertising : MSc (Full Time)

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Psychology of Advertising

MSc (Full Time)

Year:14/15
UCAS Code: 
Minimum Length:12 Month(s)
Maximum Length:12 Month(s)
Credit Points:180
Director of Studies:Ms ME Hargreaves

Educational Aims: Knowledge, Understanding and Skills

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Subject Specific: Knowledge, Understanding and Skills

Current state of the art in Advertising and Marketing Communications

 Recent developments in cognitive psychology, social psychology and one of developmental psychology or neuroscience

 Skills in quantitative methods (e.g., research design, data analysis)

 Skills in qualitative methods (e.g., analysing talk and text; questionnaire design)


General: Knowledge, Understanding and Skills

Equipping students with practical skills for research-based practice in advertising and marketing communications

    Equipping students with critical analysis skills for evaluating practical interventions and for assessing research quality

    Equipping students with Presentation and research planning skills

    Equipping students with IT skills associated with research methods

    Bringing academic study of psychology together with a practical application domain.


Learning Outcomes: Knowledge, Understanding and Skills

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Subject Specific: Knowledge, Understanding and Skills

On successful completion of this scheme of study students will.

1. Understand psychological factors impacting on advertising, indicative topics sampled from:

    1. Role of decision-making, memory, attention and perception
    2. Role of social forces, groups, influence and distinctions between attitudes and behaviours
    3. Role of developmental factors, and changes during childhood.
    4. Neurophysiological factors impacting upon motivation, choice and affective influences.

  1. Have knowledge of advertising theory and research:
    1. Advertising Strategy and Positioning
    2. Branding  
    3.  Consumer research
    4. Measurement of advertising effectiveness
    5. Social and developmental consumption of advertising
    6. Processing of advertising
    7. Novel research streams in advertising and psychology

 3. Have awareness of advertising and research ethics:

    1. Vulnerable audiences
    2. Sensitive markets
    3. Regulation
    4. Codes of conduct
    5. Ethical issues in collecting and using behavioural research data

 4. Be familiar with the practice of advertising commercially:

    - Understanding and experience of the advertising environment for enhancing employability

     -Development of a network of usable employment contacts both through placement in   industry and workshop sessions with practitioners

General: Knowledge, Understanding and Skills

On successful completion of this scheme of study students will have acquired skills in:

-          Quantitative research methods, including controlled testing and measurement, statistical analysis of quantitative data, reporting of quantitative research studies;

-           Qualitative research methods, including focus groups, discourse and conversation analysis, interview methods and ethnographic approaches to observation.;

-     Applying quantitative and qualitative research skills to advertising planning;

      - Persuasive presentation skills;

     -  Creative idea generation techniques.

Lancaster University
Bailrigg
LancasterLA1 4YW United Kingdom
+44 (0) 1524 65201