Introduction Master track August 27, 2015 14.00 – 15.00 at C1.03
Overview • Introduction (Julia van Weert) • Required courses, electives and thesis (lecturers of the courses) • Looking back & Life after PersCom – Kim Zoon • Marketing Association Amsterdam – Wies Oudshoorn
• Communication not only aims to inform or entertain, but also to persuade people to think, feel, or act in a certain way – to elicit a desired response from its receiver(s) or to change a behavior Media & Message Strategies in Marketing & Health Communication • Think of advertising, entertainment education, health campaigns, product placement, marketing viral, brands, sponsoring, public service announcements, customer media, leaflets at schools, …
perscom.nl
PersCom in the Master 8 weeks 8 weeks 4 weeks 8 weeks 8 weeks 4 weeks Research Methods Required courses Electives Thesis Tailored to Basic of the track 2 * 6 EC 18 EC Thesis 2 * 12 EC 6 EC Selection of theme, matching with supervisor
Marketing Communication (Hilde Voorveld) COMMUNICATIONS BETWEEN ADVERTISERS AND CONSUMERS AND THEIR CONSEQUENCES Daan Lisa Margot Hilde Sophie Lotte Stephanie Muntinga Vandeberg van der Voorveld Boerman Salome Welten (S1) (S1) Goot (S1 & (S2) (S2) (S2) (S1) coordinator)
Four Parts • Setting the scene • The consumer • The campaigns • The interaction
The Power of Advertising • Please fill in our short survey, see e-mail • Results in the first lecture on Tuesday Sept. 1
Health Communication (Stephanie Welten) Stephanie Barbara Saar Mollen Gert-Jan de Bas van den Welten Schouten (S1) Bruijn Putte (S1 & (S1) (2xS1) (S2) coordinator)
Health Communication What will you learn? How we can empower and assist people to adopt a healthier lifestyle
Health Communication How? Through different media and interpersonal communication using health behavior change techniques and planning models
Health Communication • Lectures from experts in the field WeThePeop ople le Peter Van Vendeloo Erwin Fisser At the end of this seminar: • You are an expert on the development and evaluation of health communication campaigns and interventions • You know how to apply these in practice
Persuasion & Resistance (Marieke Fransen) Eva van Reijmersdal Guda Marieke Fransen (2xS1) van Noort (2xS2) (coordinator)
Persuasion & Resistance 1)Why do people resist persuasion? 1)How do people resist persuasion? 1)How can we overcome resistance to persuasion?
Brand Communication (Daan Muntinga) Value of brands for decision making Daan Muntinga Sophie Boerman Marijn Meijers (coordinator) (2xS1) (2xS2)
Does this motivate you to think about your behavior? Are you aware of this persuasive intent? Do you identify with this message? Is this message tailored to your needs?
• People are often not motivated • People are aware of the persuasive intent • People do not identify with the message • …
• People are often not motivated • People are aware of the persuasive intent • People do not identify with the message • People have difficulties finding accurate health information • …
• People are often not motivated • People are aware of the persuasive intent • People do not identify with the message • People have difficulties finding accurate health information • Message is often not tailored to the needs • …
Entertainment Education and eHealth 1. Overview of two relatively new communication strategies: entertainment- education and eHealth 2.Learn to write an theory and evidence- based intervention proposal that can be used to address a practical problem 3. guest speakers with field experience
Media strategies (Hilde Voorveld) Role of media in campaigns Hilde Voorveld (S2)
Media Strategies • “THE MEDIUM IS THE MESSAGE!” • USP of the course: Getting to know the media industry by a company visit, guest lectures, and writing a media plan based on a real briefing by media agencies
Brands and Organizations in Social Media (Daan Muntinga) Webcare Daan Muntinga (S1 & S2) Stefan Bernritter (S2)
The Thesis: Thesis Preparation Group, Research Methods Tailored to the Thesis (RMTT) and Thesis (Saar Mollen) Where it all ends
Writing your thesis • Phase I: thesis prep groups • RMTT: methods course applied to thesis • Phase II: final thesis proposal • Phase III: Research and thesis Sem Semester 1 Sem Semester 2 Bloc Block 1 Bloc Block 2 Block 3 Bloc Bloc Block 1 Bloc Block 2 Bloc Block 3 Sp Specialisation Sem Seminar Rese esearch El Elective Th Thesi esis Pha Phase III: : Da Data Gathering Sp Specia ialis isatio ion semin inar Methods Me Electiv El ive & & Wri ritin ing Th Thesis Thesis is Phase I: thesis is Tai ailo lored to o the the Thesis is Phase pr preparatio ion gr grou oups Th Thesi esis II II: Fin inal Thesis is Prop opos osal
Thesis prep groups Phase I thesis Stephanie Welten Eva van Reijmersdal Sandra Zwier Saar Mollen
Writing your thesis • Phase I: thesis prep groups – Provide you with insight into the research topics within persuasive communication – Write individual thesis proposal – Choose methods courses Sem Semester 1 Sem Semester 2 Bloc Block 1 Bloc Block 2 Block 3 Bloc Bloc Block 1 Bloc Block 2 Bloc Block 3 Sp Specialisation Sem Seminar Rese esearch El Elective Th Thesi esis Pha Phase III: : Da Data Gathering Sp Specia ialis isatio ion semin inar Methods Me Electiv El ive & & Wri ritin ing Th Thesis Thesis is Phase I: thesis is Tai ailo lored to o the the Thesis is Phase pr preparatio ion gr grou oups Th Thesi esis II II: Fin inal Thesis is Prop opos osal
Research Methods Tailored to the Thesis • Gets you in-depth knowledge on a specific research method: – Content Analysis (quantitative) – Experimentation – Survey Design – Qualitative Analysis Sem Semester 1 Sem Semester 2 Bloc Block 1 Bloc Block 2 Bloc Block 3 Bloc Block 1 Bloc Block 2 Bloc Block 3 Sp Specialisation Sem Seminar Rese esearch El Elective Thesi Th esis Pha Phase III: : Da Data Gathering Sp Specia ialis isatio ion semin inar Methods Me Electiv El ive & & Wri ritin ing Th Thesis Thesis is Phase I: thesis is Tai ailo lored to o the the Thesis is Phase pr preparatio ion gr grou oups Th Thesi esis II II: Fin inal Thesis is Prop opos osal
Writing your thesis • Under supervision of lecturer Persuasive COM: – Write extended/final thesis proposal – Execute research – Write thesis Sem Semester 1 Sem Semester 2 Bloc Block 1 Bloc Block 2 Block 3 Bloc Bloc Block 1 Bloc Block 2 Bloc Block 3 Sp Specialisation Sem Seminar Rese esearch El Elective Th Thesi esis Pha Phase III: : Da Data Gathering Sp Specia ialis isatio ion semin inar Methods Me Electiv El ive & & Wri ritin ing Th Thesis Thesis is Phase I: thesis is Tai ailo lored to o the the Thesis is Phase pr preparatio ion gr grou oups Th Thesi esis II II: Fin inal Thesis is Prop opos osal
Questions? Email: j.c.m.vanweert@uva.nl
UvA & Job experience Kim Zoon
Marketing Association Amsterdam (MAA) Wies Oudshoorn
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