Rationale

The content of this course is closely related to Cognitive Psychology concepts and models which are applicable to the workplace behaviours and working environments. It also discusses the Psychology of Marketing, Advertising and Consumer Behaviour and encourages critical analysis of empirical research related to external communications. Finally, the course provides students with the opportunity to apply their knowledge of psychology to issues regarding external communications in their current or previous working environments.

The aim of this course is to enable students explore the different theoretical approaches and models of Cognitive Psychology, the Psychology of Marketing and Advertising and the Psychology of Consumer Behaviour.

Learning Outcomes

At the end of the course students will be expected to:
(i)    Analyse the wide-ranging application of cognitive psychological approaches to effective communications.
(ii)   Critique the psychology of how consumers think, feel, reason and select between alternatives.
(iii)  Evaluate the challenges of implementing effective communication strategies.
(iv)  Apply appropriate psychological theory to concepts and present reasoned, critical and evidence-based arguments.