Denmark, Aarhus

Language and Marketing

when 4 July 2016 - 22 July 2016
language English
duration 3 weeks
credits 10 ECTS
fee EUR 680

Marketing communication and research heavily rely on language. Advertisers use language to convince consumers to buy a certain product. Market researchers ask consumers what they think about a product or what kind of product consumers think they need. Obviously, the success of such marketing efforts depends on linguistic and psycholinguistic processes. This course provides a range of interdisciplinary contents and sources recent empirical research. It has a high practical relevance for applied research on marketing communication. Apart from reviewing experimental studies, we analyze and discuss several cases, e.g. on pharmaceutical marketing and ‘Google AdWords’. Selected research questions to be discussed are:

How can the linguistic structure of brand names influence brand perception?
How can linguistic framing manipulate consumer decision making?
What are the potentials and limits of priming and subliminal advertising?
How do metaphors and narrative structure affect consumer memory and learning?
How does the violation of conversational maxims affect consumer emotions and behavioral change?
What is important if advertising targets bilingual consumers?

The objective of this course is that students become more sensitive to the relation between language and consumer behavior. Therefore, they acquire basic background knowledge in central areas of psycholinguistics and marketing communication. The practical aim is that students learn to apply this new knowledge analytically and constructively to solve authentic problems in market research and advertising. As a by-product, this course provides training in important skills such as reading and comprehending research articles, giving informative and concise presentations and teamwork.

Course leader

Dieter Thoma

Target group

Business Students

Course aim

Master's level

Fee info

EUR 680: Danish and EU/EØS (tomplads): 680 EUR
EUR 1704: NON-EU-EØS students (free-mover): 1704 EUR



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