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Psychology of advertising

ВБ 2.1.2

Вибіркова дисципліна для ОП

First

2022/2023

7 Semester

3

PLO 17. To perform multidisciplinary analysis of socio-economic phenomena and problems in one or more professional fields, taking into account risks and possible socio-economic consequences. PLO 19. To use information and communication technologies to solve socio-economic problems, prepare and present analytical reports . PLO 21. To be able to think abstractly, apply analysis and synthesis to identify the key characteristics of economic systems of various levels, as well as the peculiarities of their subjects' behavior. PLO 24. To demonstrate the ability to act socially and consciously on the basis of ethical principles, to appreciate and respect cultural diversity, individual differences of people .

1. The student must to know: the basic concepts of microeconomics and marketing, the main regularities of demand formation and determinants of consumer behavior, mechanisms and tools of marketing influence on the consumer. 2. The student must be able to operating with the concepts and categories of microeconomics and marketing, recognizing and qualifying the some of the marketing patterns, orienting in the methods of marketing research. 3. The student must have the skills of theoretical analysis, planning and implementation of marketing research, communication skills for the presentation of their own projects, discussions and group work

The purpose of the discipline is to provide general theoretical training to understand the psychological nature and essence of advertising, as well as to help students in mastering the basic skills of psychological support for advertising. The structure of the discipline provides 3 content modules. The first module is devoted to the study of general methodological principles of advertising as a specific type of communication. The second module deals with the psychological nature of advertising and the actualization of various mental processes in the subjects of advertising communication. The third module is devoted to applied aspects of advertising, in particular the study of psychological mechanisms and some techniques of advertising influence.

1. Butenko N.Yu. Social psychology in advertising: training. manual K.: KNEU, 2006. 384c. 2. Hupalovska V.A. Psychology of Advertising Lviv: Publishing Center of LNU named after Ivan Franko, 2010, 383 p. 4. Kotler Philip. Marketing 4.0. From traditional to digital. K.: KM-BUKS, 2018. 208 p.

Lecture, seminar, independent work

Modular tests, analytical independent work (essays), creative tasks, oral presentation (speech at the seminar, participation in discussions and debates, additions). Assessment during the training period (minimum 48 / maximum 80 grades). Form of final control: final test. A student is not admitted to the final test if he / she scored less than 48 grades during the semester. The maximum grades that can be obtained by a student on a final test is 20, the minimum - 12. Rating scale: 60-100: Passed 0-59: Fail

Ukrainian