MKTG6006: Semester 1, 2025
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Unit outline_

Unit outlines now display a small icon AI Allowed = AI allowed restricted AI = restricted AI to indicate which assessments allow you to use AI tools such as Microsoft Copilot Chat. Make sure you are aware of how AI can be used, as unauthorised use is a breach of academic integrity.

MKTG6006: Persuasive Advertising: Illuminating Dark Art

Semester 1, 2025 [Normal day] - Camperdown/Darlington, Sydney

This unit is a mix of psychological science and marketing practice. The unit starts with an academic perspective on communication and review of various persuasive techniques. However, this is not only a scientific and research-based unit. It is also a practical unit that explores persuasive effects. The acquired knowledge of psychology and communication will place students in the driver’s seat to decode and explain how persuasion works. Students take what they learn from the science and delve into the practice behind why and how it works. As a consumer, this unit is designed to open students' eyes, stop and think, and understand why we buy what we buy. As someone in the persuasion business (and we are all in the persuasion business), students will find the applications useful.

Unit details and rules

Academic unit Marketing
Credit points 6
Prerequisites
? 
MKTG5001
Corequisites
? 
None
Prohibitions
? 
MKTG3121
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Jodie McGann, jodie.mcgann@sydney.edu.au
Lecturer(s) Jodie McGann, jodie.mcgann@sydney.edu.au
Tutor(s) Sheena Kaur Sidhu, sheena.sidhu@sydney.edu.au
Angela Baxter, angela.baxter@sydney.edu.au
The census date for this unit availability is 31 March 2025
Type Description Weight Due Length
Small test AI Allowed In-workshop quizzes - W7 and W12
Workshop quizzes - W7 and W12
30% Multiple weeks
Due date: 23 May 2025 at 23:59

Closing date: 23 May 2025
30 minutes each week - W7 and W12
Outcomes assessed: LO1 LO5 LO4 LO2
Participation AI Allowed Participation
Participation in-class discussions - W3, W4, W5, W6, W8, W9, W10, W11
8% Ongoing
Due date: 16 May 2025 at 23:59

Closing date: 16 May 2025
Workshop 2-hours weekly
Outcomes assessed: LO1 LO6 LO5 LO4 LO3 LO2
Assignment AI Allowed Individual Portfolio
Site visit
5% Week 02
Due date: 09 Mar 2025 at 23:59

Closing date: 09 Mar 2025
45 minutes
Outcomes assessed: LO1 LO4
Presentation group assignment AI Allowed Persuasive Techniques Analysis Presentation
15-min group presentation - 2 persuasive techniques from the group report
10% Week 12 15-min - in class during W12 and W13
Outcomes assessed: LO1 LO2 LO3 LO4 LO5 LO6
Participation Business research component
Participation in marketing research
2% Week 12
Due date: 23 May 2025 at 17:00

Closing date: 23 May 2025
N/A
Outcomes assessed: LO1 LO5 LO4 LO2
Assignment group assignment AI Allowed Persuasive Techniques Analysis Report
Report
45% Week 13
Due date: 01 Jun 2025 at 23:59

Closing date: 01 Jun 2025
8 advertisements and 4,500 words
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
group assignment = group assignment ?
AI allowed = AI allowed ?

Assessment summary

Individual Portfolio
Walk through public shopping streets for 45 minutes, take a picture of every advertisement you see, and answer questions about your collection.

In-semester Quizzes
Answer questions during the semester - W7 and W12 workshops.

Business research component
Experience marketing research firsthand as either a participant in a research study or as a reviewer of a research paper.

Participation
Workshop presentation - In-class discussions W2, W3, W4, W5, W6, W8, W9, W10, W11.

Persuasive Techniques Analysis Report
As a group - select a portfolio of 8 different ads, and write a report about it.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range

Description

High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Distinction

75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Credit

65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Pass

50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Fail

0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Use of generative artificial intelligence (AI) and automated writing tools

Except for supervised exams or in-semester tests, you may use generative AI and automated writing tools in assessments unless expressly prohibited by your unit coordinator. 

For exams and in-semester tests, the use of AI and automated writing tools is not allowed unless expressly permitted in the assessment instructions. 

The icons in the assessment table above indicate whether AI is allowed – whether full AI, or only some AI (the latter is referred to as “AI restricted”). If no icon is shown, AI use is not permitted at all for the task. Refer to Canvas for full instructions on assessment tasks for this unit. 

Your final submission must be your own, original work. You must acknowledge any use of automated writing tools or generative AI, and any material generated that you include in your final submission must be properly referenced. You may be required to submit generative AI inputs and outputs that you used during your assessment process, or drafts of your original work. Inappropriate use of generative AI is considered a breach of the Academic Integrity Policy and penalties may apply. 

The Current Students website provides information on artificial intelligence in assessments. For help on how to correctly acknowledge the use of AI, please refer to the  AI in Education Canvas site

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy 2023 reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy 2023. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

WK Topic Learning activity Learning outcomes
Week 01 1. Introduction & Guest Speaker Lecture (1 hr)  
Workshop 1 Workshop (2 hr)  
Week 02 2. Which Behaviour to Change? Lecture (1 hr)  
Workshop 2 Workshop (2 hr)  
Week 03 3. Attitudes and Behaviours Lecture (1 hr)  
Workshop 3 Workshop (2 hr)  
Week 04 4. Argumentation Lecture (1 hr)  
Workshop 4 Workshop (2 hr)  
Week 05 5. Storytelling Lecture (1 hr)  
Workshop 5 Workshop (2 hr)  
Week 06 6. Positive Emotions Lecture (1 hr)  
Workshop 6 Workshop (2 hr)  
Week 07 7. Negative Emotions Lecture (1 hr)  
Workshop 7 Workshop (2 hr)  
Week 08 8. Guest Speaker Lecture (1 hr)  
Workshop 8 Workshop (2 hr)  
Week 09 9. Cognitive Heuristics Lecture (1 hr)  
Workshop 9 Workshop (2 hr)  
Week 10 10. Social Heuristics Lecture (1 hr)  
Workshop 10 Workshop (2 hr)  
Week 11 11. Automatic Persuasion Lecture (1 hr)  
Workshop 11 Workshop (2 hr)  
Week 12 12. Social Norms & Social Comparisons Lecture (1 hr)  
Workshop 12 Workshop (2 hr)  
Week 13 12. Guest Speaker & Closing Notes Lecture (1 hr)  
Workshop 13 Workshop (2 hr)  

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. describe the differences in effectiveness between persuasive techniques.
  • LO2. evaluate and improve on persuasive messages.
  • LO3. apply analytical insights to identify different solutions to advertising challenges.
  • LO4. analyse enablers and barriers to the effectiveness of individual persuasive techniques.
  • LO5. experiment with different persuasive techniques to simulate creativity in advertising.
  • LO6. evaluate the problem of communicating effectively to a target group.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

This section outlines changes made to this unit following staff and student reviews.

This unit has been updated in response to student feedback since it was last offered.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

This unit of study outline was last modified on 07 Feb 2025.

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