The application of psycholinguistic theory to marketing communication has become a topic of great prominence in the field of consumer behavior. The use of certain linguistic structures aims at increasing activating and cognitive psychological processes, or at measuring such non-linguistic psychological variables as attention, attitude and memory.
In this course, we build up psycholinguistic background knowledge and analyze how this knowledge has been applied to the marketing context. You will learn to recognize relations between semantic and processing structures in language and the effects of linguistically determined advertising and market research instruments.Course offered by Department of Language and Communication, Aarhus School of Business, AU.
Period
04-07-2011 - 29-07-2011 (4 weeks)
Target group
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: Market research Advertising Psycholinguistics Cognitive psychology Empirical research methodology Statistics Communication studies
Course aim
This course provides a range of interdisciplinary contents and sources recent empirical work. It has high practical relevance for applied research on marketing communication.In this course, students acquire basic knowledge in central areas of psycholinguistics and marketing communication. They learn to recognize relations between semantic and processing structures in language and the effects of linguistically determined advertising and market research instruments. The practical aim is that students learn to apply this new knowledge analytically and constructively to solve authentic marketing problems. 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.As a result of this course students must: Have acquired basic knowledge in central areas of psycholinguistics and marketing communication. Be able to recognize relations between semantic and processing structures in language and the effects of linguistically determined marketing/ advertising and market research instruments. Be able to apply this new knowledge analytically and constructively to solve authentic problems in market research and advertising. Have improved their skills in reading and comprehending research articles, giving informative and concise presentations, working in teams effectively.
Credits
10.0 ECTS credits
Course fee
EUR 0See website for information regarding fees
Course leader
Dieter Thoma, University of Mannheim
Aarhus University International Centre
Address: Hoeg Guldbergs Gade 4, building 1650 Aarhus C
Postal code: 8000
City: Aarhus
Country: Denmark
Website: http://www.au.dk/summeruniversity
E-mail: SummerUniversity@adm.au.dk
Phone: +45 8942 2320
Language and Marketing
