Theory and Techniques of the advertising communication (s) (2006/2007)

Learning outcomes

Acquisition of theoretical and practical competences concerning advertising communication, into the bigger field which is marketing and mass communication. Through a psychological perspective and referring to meaning construction processes working in a post-modern society at an individual, group and collective level.

Contents of the course : Psychology in marketing; Consumer psychology (needs and desires, motivation, values, interest, decision process); advertising communication; advertising analysis; psychological research for/about advertising; actors of the advertising work: roles and competence; specific issues.

Written test with the possibility to integrate it with an oral test.