Program Overview
This MSc in Psychology of Advertising explores the intricate relationship between advertising and human psychology. By combining theoretical knowledge with practical skills, it equips graduates to understand the psychological principles underlying persuasion in advertising.
Program Outline
Degree Overview:
This MSc program in Psychology of Advertising is designed to provide graduates with an advanced understanding of how advertising affects the human mind. It emphasizes the relationship between advertising and human psychology, offering valuable insights into the industry. The course uniquely combines theoretical knowledge with practical skills, bridging the gap between theory and application.
Objectives:
- Gain a deep understanding of the psychological principles underlying persuasion in the context of advertising.
- Develop critical analysis skills in evaluating advertising theories and models.
- Enhance research capabilities, including quantitative and qualitative methods, for analyzing and interpreting psychological data in advertising contexts.
- Learn about ethical considerations and best practices in advertising research.
- Acquire the skills and knowledge to apply psychological insights to advertising strategy, positioning, branding, and marketing communication.
- Prepare for careers in advertising, marketing, or related fields.
- Pursue further research into the psychology of advertising at the PhD level.
Outline:
The program involves studying a combination of skills and theory-based modules:
Core Modules:
- Advanced Advertising Theory: Covers advanced concepts, models, and theories related to advertising and marketing, focusing on advertising strategy and positioning, integrated marketing communications, brand equity, global marketing, and advertising planning.
- Analysing and Interpreting Psychological Data I: Introduces a range of quantitative analytical techniques commonly used in psychological research, including ANOVA, correlation, regression, and t-tests. Students gain practical experience applying these techniques and using R statistical software.
- Practical Advertising Research and Planning: Allows students to apply their research skills in a real-world setting, addressing research questions related to advertising projects. It includes elements of ethical considerations in advertising research.
- Professional Skills in Psychology: Develops skills in critical reading, thinking, and communication. Students learn about ethical concerns in psychology and behavioral analytics, and gain proficiency in presenting research findings in both written and oral formats.
- Psychological Aspects of Advertising: Explores the cognitive and psychological factors influencing advertising success, including perceptual, attentional, memory, and interpretational processes. It examines the psychology of advertising from both developmental and adult perspectives.
Optional Modules:
- Analysing and Interpreting Psychological Data II: Builds on the previous data analysis module, further developing the ability to conduct and present quantitative data analysis using advanced techniques and R statistical software.
- Literature review: Enables students to conduct a self-directed literature review on a psychological topic of their choice under expert supervision, developing in-depth knowledge of a specific area of psychological research.
- Social Psychology: Explores contemporary theories in social psychology, including key methods, debates, and applications of social psychological theory to contemporary social problems.
Teaching:
The program combines small-group “knowledge-exchange” with innovative student-led teaching, built around expertise in cognitive, developmental, social, and neuropsychological aspects of advertising.
- Faculty: The program draws on the expertise of academic researchers and seasoned advertising practitioners, providing students with diverse perspectives.
- Unique Approaches: The program incorporates commercially-oriented research, enhancing the practical relevance of the learning experience.
Careers:
The MSc in Psychology of Advertising prepares graduates for a wide range of careers in advertising, marketing, and related fields.
- Potential Career Paths:
- Advertising agency roles (e.g., account executive, brand strategist, research analyst)
- Marketing departments in various industries
- Market research companies
- Consulting firms
- Academia (with further research)
Other:
- The program offers the opportunity to complete a dissertation project under an academic supervisor. This allows students to apply their learning and demonstrate their research skills.
- Students can choose to complete their dissertation in parallel with or after an industry placement, gaining valuable hands-on experience.
- The course is suitable for graduates from diverse disciplines who are interested in advertising or communications.
Full Time (per year):
- Home: £13,600
- International: £29,150 Part Time (per year):
- Home: £6,800
- International: £14,575
