Perception, selective processes, the impact of the message characteristics on perception; relations between perceptions-beliefs-attitudes; effects of different persuasion theories on perceptions; analyzing advertising, public relations, newsmaking, marketing messages from the point of view of informing versus manipulation, and the difference between them.
Daniel J. O’Keefe, Persuasion: Theory and Research, Sage Publ., 2002
Herbert W. Simmons, J.G. Jones, Persuasion in Society, Routledge, 2011.
Richard M. Perloff, The Dynamics of Persuasion, Routledge, 2010.
|COURSE CATEGORY||Elective Courses|
|COURSE CONTRIBUTION TO PROGRAM|
|No||Program Learning Outcomes||Contribution|
|1||Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences||x|
|2||Students design advertisements suitable for both traditional and digital media.|
|3||Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives.||x|
|4||Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards.|
|5||Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes.|
|6||Students create and lead media strategies in the field of advertising.|
|7||Students abide by universal values, law and ethical principles.||x|
|8||Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members.||x|
|9||Students adopt the critical approach in evaluating knowledge and skills related to the field.||x|
|10||Students demonstrate knowledge and understanding of the concepts and models related to the field.||x|
|ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION|
|Hours for off-the-classroom study (Pre-study, practice)||14||4||56|
|Total Work Load||120|
|Total Work Load / 25 (h)||4,8|
|ECTS Credit of the Course||5|