Units

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Sample subject outline - Semester 1 2013

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

This unit develops core skills in the creative production of advertising strategies for Internet and interactive advertising. It examines how creative advertisers use emerging media for creating effective marketing; how new media influences the creative process; how to present concepts for each medium; and the roles, steps and components of creative advertising production. Through this process, you will expand your understanding of and skills in developing ads for emerging media.

Aims

This unit aims to provide you with a critical understanding of the nature of emerging trends in creative advertising and key principles for effective Internet, email, mobile phone and emerging media campaigns. It will provide an awareness of the latest strategy and techniques in Internet and interactive advertising and how to implement them.

Objectives

On completion of this unit you will be able to:
1. Describe a range of persuasive techniques as applied across online, email, mobile phone and other emerging media.
2 .Plan and present concepts to clients.
3. Critically evaluate advertising campaigns developed in new technologies such as internet advertising, email marketing and mobile marketing campaigns.
4. Plan interactive communications in new media formats.
5. Recognise and discuss emerging trends in creative advertising within conventional advertising campaigns.
6. Prepare and work to client briefs.

Content

Generic Attributes
This unit addresses content such as:
1. Introduction to digital advertising strategies, current to the future;
2. Tools of digital creative advertising;
3. Integrated new media campaign strategies - planning, budgeting, measuring and analyzing;
4. Key principles and techniques for creating effective ads for developing new media, including the Internet, mobile phones and email;
5. Creative direction and presentation of concepts for internet and interactive advertising;
6. Writing, design and layout for interactive media;
7. Critically evaluating interactive advertising campaigns;
8. Creating integrated advertising campaigns utilising new media;
9. How to stay up to date with emerging trends in creative advertising.

Approaches to Teaching and Learning

This unit will involve lectures and seminars in which students will be able to receive more specialised, group-based and informal understandings of unit subject matter. The unit is designed to encourage critical inquiry and intellectual debate. Through their research activity and class participation, students will be provided with opportunities to demonstrate creative advertising as it relates to the Creative Industries and understand the importance of professional networking and having an adaptable approach to the use of new media, and relate these concepts to workplaces in the creative economy. This unit fosters a commitment to professionalism and ethical practice.

Assessment

LATE ASSIGNMENTS
An assignment submitted after the due datewithout an approved extension will not be marked. If you are unable to complete your assignment on time, you should submit on time whatever work you have done.

Faculty Assessment Information
To access complete Creative Industries Faculty Assessment Information please refer to the Blackboard site for this unit.FORMATIVE ASSESSMENT
Formative assessment occurs with extensive feedback on assignment and debate, in conjunction with lecture, tutorial and online guidance with continuing assessment tasks.

SUMMATIVE ASSESSMENT
Summative assessment occurs with each piece of assessment.

The unit will be taught using a combination of lectures, group work, structured exercises, Contemporary Australian and international case study analyses and group discussions to achieve the objectives of the unit.

Assessment name: Essay
Description: You will analyse and evaluate the effects of emerging new media trends and technologies as an integral component of advertising campaigns now in the future. Written as a 3000 word essay with a minimum of ten (10) quality references.
Relates to objectives: 1, 2, 3, 4, 5, 6
Weight: 50%
Internal or external: Internal
Group or individual: Individual
Due date: Mid Semester

Assessment name: New Media Campaign
Description: Select any product or service and develop an integrated advertising campaign utilizing new media only, with a minimum of three channels. Executions should be developed to mock-up stage; electronic ads should be developed as copydecks, storyboards and images. Write and present (5 to 7 minutes) a New Media channels strategy and supporting creative rationale to explain how and why your campaign will work. A minimum of six quality references are required as part of the written assessment.

Presentation: 5 to 7 minutes, worth 10% due in Week 13.
Written: 2000 words, worth 40% due in Week 13.
Relates to objectives: 2, 4, 6
Weight: 50%
Internal or external: Internal
Group or individual: Individual
Due date: End Semester

Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

Students will be required to keep up to date with industry and academic resources in order to stay abreast of new media initiatives happening in the creative advertising sector. These will include, but not be confined to:
Ad News:

B&T:

Additional Reading

One show interactive. Vol. 10, Advertising's best interactive and new media. 2008.

Sullivan, Luke (1998) Hey, Whipple, Squeeze This. New York: John Wiley & Sons.

Spurgeon, C. (2008) Advertising and New Media. Routledge:London.

Risk assessment statement

No risks are envisaged in the delivering of this unit.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 28-Mar-2013