Psychological and Ethical Aspects of Advertising (SZF_227)
About Study Course
Objective
To develop students’ understanding of the role of psychology in advertising, the possible effects that advertising can have on entrepreneurship, taking into account the specifics of human perception, social and business culture, socialisation, etc., the psychological effects and motives that enhance the efficiency of creating and distributing advertisements, and the accountability of advertisers and advertisement creators to society.
Prerequisites
Knowledge of marketing communication methods, advertising management.
Learning outcomes
1.The student is knowledgeable about the psychological and ethical aspects of advertising, understands the relationship between people’s perception, motivation and behaviour in advertising, and is aware of the impact of advertising on society, culture and the business environment.
1.The student is able to analyse and critically evaluate the content of advertising and communication techniques, identify the means of psychological exposure used therein, as well as reasonably justify the effectiveness of advertising and compliance with ethical principles.
1.The student is able to apply the acquired knowledge independently and responsibly in the development and evaluation of advertising, taking into account the public interest, cultural context and principles of professional ethics.
Study course planning
| Study programme | Study semester | Program level | Study course category | Lecturers | Schedule |
|---|---|---|---|---|---|
| International Marketing and Advertising | 4 | Bachelor | Limited choice |
