Language and Marketing

online course

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.

Recently, the application of psycholinguistic theory to marketing communication has become a topic of great prominence in the field of consumer behavior. The use of certain linguistic structures aims at increasing activating and cognitive psychological processes, or at measuring such non-linguistic psychological variables as attention, attitude and memory. In this course, we build up psycholinguistic background knowledge and simultaneously analyze how this knowledge has been applied to the marketing context.

Course leader

Dieter Thoma

Target group

Master's level

Fee info

EUR 687: Exchange students: No Fee

Freemovers, EU/EEA: 687 EUR

Freemovers, NON-EU/EEA: 1717 EUR

Books, course materials, social programme, and housing are not included in the fee.

Scholarships

No scholarships available

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