| Module Code | MM 280 |
| Module Title | Marketing Psychology & Media Design |
| Academic level | Level 2 |
| Credit value | 10 |
| Instruction | German |
| Pre-requisites | BM100 - Business Context & Functions |
| Co-requisites | All other Level 2 Marketing & Media modules |
|
Rationale for Module |
Our social environment is characterized on the one
hand by an abundance of information and on the other by an abundance of products. In order to achieve their goals, companies are dependent on communicating with their environment in a targeted manner, not least so that they can sell their products/services successfully in their respective target markets. The importance of communication as a major component in the range of marketing instruments and its influence in modern organisations is also growing as the possibilities provided by modern technologies increase. Nowadays in Europe alone, billions of euros are spent and earned with modern computerbased forms of communication and the design of publications developed by means of computer-based graphics. This context underlines the importance of developing the most effective, modern communication possible as a means of awareness creation, brand-building and of reaching target groups with sales-promotional advertising information. This module provides students with the tools of psychological and behavioural theory combined with modern media design techniques needed to communicate advertising messages as efficiently as possible. The module builds on student knowledge and skills in the fields of typography, print media design and digital media gained in the Level 1 module Media Design and Production. The module is closely related to the other Level 2 marketing modules. It is preparation for the Level 3 modules Consumer Behaviour and Marketing & Media Interactions. |
| Aims |
This module aims to provide an overview of standard psychological theories of apperception and learning illustrate the role of motives in this context enable students to analyse advertising materials with regards to the creative and linguistic means used develop students abilities to employ psychological and behavioural understanding in the conception and execution of digital media production give students an understanding of the principles and possibilities of modern computer-based graphics and imaging enable students to use and understand standard professional applications in this field |
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