Advertising Strategy

Topics: Advertising, Marketing, Brand Pages: 15 (6776 words) Published: October 27, 2014

Advertising Strategy
Module Code: MHN509383-A
Module Handbook
Module Leader:Dr Shirley RateModule Tutor: Jenny Flinn
Tel: 0141 331 8230Tel: 0141 331 3061
E-mail: Contents
TOC \o "1-3" \h \z \u Aims PAGEREF _Toc399837361 \h 2Learning Outcomes PAGEREF _Toc399837362 \h 2Module Delivery PAGEREF _Toc399837363 \h 3Student Input PAGEREF _Toc399837364 \h 3Assessment PAGEREF _Toc399837365 \h 4Coursework (40%) PAGEREF _Toc399837366 \h 4Examination (60%) PAGEREF _Toc399837367 \h 7Assessment Pass Marks PAGEREF _Toc399837368 \h 7Module Design PAGEREF _Toc399837369 \h 9Module Syllabus – Lectures PAGEREF _Toc399837370 \h 10Module Syllabus – Seminars PAGEREF _Toc399837371 \h 11Indicative Reading PAGEREF _Toc399837372 \h 21Textbooks PAGEREF _Toc399837373 \h 21Journals PAGEREF _Toc399837374 \h 22

AimsThe Advertising Strategy module aims to provide an understanding of the process involved in creating an advertising campaign. Initially, students’ analytical and evaluative skills are developed through the examination of theoretical ideas and models which attempt to explain how advertising communication works. This theoretical foundation will act as a basis for the examination of the practical issues involved in creating an advertising campaign. These include planning, development, execution and evaluation techniques. The Advertising Strategy module is not a ‘how-to’ of advertising. It is an introduction to the critical study of advertising from both theoretical and managerial perspectives. Learning OutcomesThe aims of the Advertising Strategy module are to enable students by the end of the module to: Demonstrate an advanced conceptual and theoretical understanding of the changing environment in which advertising and other communication tools operate and the role of advertising in integrated marketing communications strategies. Demonstrate an advanced conceptual and theoretical understanding of the communication and response process to advertising and the various models designed to aid the development of this understanding. Demonstrate an advanced conceptual and theoretical understanding of advertising planning and decision making and demonstrate an ability to develop an operational advertising plan. Review and evaluate various advertising objectives and their appropriateness in various situations. Demonstrate an understanding of the role and implications of message strategy. Analyse and evaluate media strategy and media options.

Pose the key questions associated with assessing the effects of advertising campaigns. Evaluate the regulations which advertisers must adhere to and the broader environment to which advertising has a responsibility. Module DeliveryThere will be a one and a half-hour lecture and a-one hour seminar per week. Please see module syllabus for the specific structure of the 12 week lecture/seminar programme. Lectures will take the traditional tutor-led format, however, an interactive approach will be adopted in both lectures and seminars. Seminar topics will be based on inputs from the lecturing programme and provide the opportunity to consolidate student learning through developing an in-depth understanding of the conceptual and theoretical elements covered in the lecture programme. In order to achieve this, the majority of seminars will be student led, with students required to select an advertising strategy topic at the beginning of the module. These topics will be presented by students during allocated seminar times. These seminars will be participatory in nature requiring extensive further reading by all students. NB.Significant emphasis will be put on the student pursuing extended further reading as part of the learning process. Student InputThe table below indicates the minimum hours assumed to be associated with the successful completion of the Advertising Strategy module. Please note 170 hours associated with student...
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