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Language and Marketing

Summer School of Business, Economics and Management, Law, 10 ECTS
Economics, commerce, management and accounting Interdisciplinary Studies Law, public administration, public order and safety

Institution Aarhus University (AU)
Campus Aarhus
Duration 3 weeks
Tuition per term (Non-EU/EAA/CH) 1700 EUR
Tuition per term (EU/EAA/CH) 680 EUR


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.

About the Degree

This is a summer course that counts 5 or 10 ECTS. 


  • You must be enrolled in a university programme at the time of the AU Summer University
  • If you are applying for admission to AU Summer University courses at the Master level, you must hold a relevant Bachelor's degree (or as a minimum 180 ECTS in your study programme
  • The application deadline is March 15th


The tuition fee varies from course to course. Find the price on the individual course page. Find more information here

For Further Information

You can find more information on the programme here
If you have any questions regarding the programme please write


Application date
Mar 15
Start date
Jul 04


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