Marketing communication and research heavily rely on language. Advertisers use language to convince consumers to buy a certain product. Market researchers ask consumers what they think about a product or what kind of product consumers think they need. Obviously, the success of such marketing efforts depends on linguistic and psycholinguistic processes. This course provides a range of interdisciplinary contents and sources recent empirical research. It has a high practical relevance for applied research on marketing communication. Apart from reviewing experimental studies, we analyze and discuss several cases, e.g. on pharmaceutical marketing and %E2%80%98Google AdWords%E2%80%99. Selected research questions to be discussed are:How can the linguistic structure of brand names influence brand perception?How can linguistic framing manipulate consumer decision making?What are the potentials and limits of priming and subliminal advertising?How do metaphors and narrative structure affect consumer memory and learning?How does the violation of conversational maxims affect consumer emotions and behavioral change?What is important if advertising targets bilingual consumers?The objective of this course is that students become more sensitive to the relation between language and consumer behavior. Therefore, they acquire basic background knowledge in central areas of psycholinguistics and marketing communication. The practical aim is that students learn to apply this new knowledge analytically and constructively to solve authentic problems in market research and advertising. As a by-product, this course provides training in important skills such as reading and comprehending research articles, giving informative and concise presentations and teamwork.

Course leader
Teacher: Dieter Thoma: http://www.anglistik.uni-mannheim.de/anglistik_i/team/lehrende/dr_dieter_thoma/index.html

Target group
Master's level.This course does not require any specific previous subject knowledge. As it is interdisciplinary in nature, however, it is very fruitful if students can add expertise from areas such as psycholinguistics, cognitive psychology, marketing, communication studies, quantitative research.

Fee info
EUR 667: Price: Students holding a preapproval including exchange students do not pay for the course.ONLY Free-mover students and Tomplads students MUST pay for the course: Danish and EU/ES (tomplads): 667 EURNON-EU-ES students (free-mover): 998 EURBooks, course materials, social programme, and housing are not included in the tuition fee. Also be aware of course specific expenses mentioned in the description.

Scholarships
No scholarships available.

Aarhus University
Address: International Centre, H%C3%B8egh Guldbergsgade 4-6
Postal code: 8000
City: Aarhus
Country: Denmark
Website: www.au.dk/summeruniversity
E-mail: dfs@au.dk
Phone: +4551335274