Objectives and competences
The objective of the course is that students will understand consumer behavior and various forms of marketing communication, and will be able to analyze and evaluate psychological knowledge in the field of visual communication and market communication.
Content (Syllabus outline)
• Introduction to psychology of visual communication.
• Individual as a consumer of visual communication: orientation on receiving messages, responding to behaviour of media users.
• Cognitive consumer: perceptual processes, cognitive and behavioural learning, attention , involvement , personality, motivation
• Influence of self-image and lifestyle on consumer behavior Consumer buying behavior Tools of visual communication.
• Visual in marketing: elements of visual communication, visual tips in advertising.
• Consumers in social environment: attitudes, prejudices and stereotypes.
Learning and teaching methods
• Lectures
• tutorial,
• seminar.
Intended learning outcomes - knowledge and understanding
On completion of this course students will be able to
• interpret visual communications transmitted by others and transfer their knowledge about visual communication to specific marketing strategies and to diverse processes of visual communication.
Intended learning outcomes - transferable/key skills and other attributes
• Communication skills: manner of expression at written examination and individual essays, oral manner of expression during seminars
• Problem solving: conversion of marketing strategies in creative solutions.
Readings
• D. Giles: Media Psychology, New York, Routledge, 2003.
• R. J Harris: A Cognitive Psychology of Mass communication. LEA, Inc, 2004.
• A. N. Kovačev: Oblikovanje prostora in njegova simbolika. Ljubljana, Educy, 2006.
• V. Pečjak: Psihološka podlaga vizualne umetnosti, Ljubljana, Debora, 2006.
• S.Možina et al.: Vedenje potrošnikov in tržnikov, Maribor, 2012.
