Units
Advertising Theory and Practice
Unit code: AMB220
Contact hours: 3 per week
Credit points: 12
Information about fees and unit costs
This unit serves as an introduction to later units in the advertising major and gives learners an overview of the advertising industry and the management of the advertising function. The unit traverses the interrelationship of the institutions of advertising, the advertisers, the advertising agencies and the media. It introduces research and details methods of determining advertising objectives, budgets, establishing target audiences, interpreting audience ratings and circulation figures, and enables learners to gain a preliminary understanding of the creative functions of the advertising industry. It also shows the ethical and legal side of advertising and its important role in society and the economy.
Availability
| Semester | Available |
|---|---|
| 2013 Semester 1 | Yes |
| 2013 Semester 2 | Yes |
Sample subject outline - Semester 1 2013
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
This unit serves as the introduction and prerequisite to later units in the advertising course and as a useful elective for business students taking other courses. The unit provides you with a thorough knowledge of advertising principles and a practical understanding of the techniques and practices used by today's advertising agencies and clients, including strategy development, media planning, creative development, integration of other communications and analysing an advertising campaign.
Aims
To provide a solid foundation of the theories and practical applications relating to the development of advertising campaigns.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives
Upon completion of this unit, you should be able to:
1. Develop a sound understanding of theories and practices of advertising, broader marketing communications and related consumer
behaviour.
2. Understand the role of research in planning and developing advertising strategy.
3. Apply core concepts in fundamental media and creative to advertising planning processes.
4. Demonstrate the ability to apply learned theories to address problems or opportunities.
5. Demonstrate practical written presentation skills.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
This unit introduces the major elements of creating contemporary advertising, including:
Approaches to Teaching and Learning
This unit draws upon a range of experiences to foster an understanding of both advertising process and the impacts of advertising on consumers and society. Lectures introduce you to the fundamentals of advertising elements, drawing from their personal experiences as consumers in addition to industry examples. Tutorials are designed to encourage active participations via practical examples, discussions, debates and presentations.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
Assessment name:
Advertising Issue Article
Description:
Students are to investigate an advertising issue (they will be provided with several issues to choose from) and are to write an article based on their research.
Length/Duration: 1, 250 words (approximately)
Formative or Summative Formative and Summative
Relates to objectives:
Unit objectives: 1, 2, 4, 5 and AOL goals: KS (1.1), CTA (2.1) (2.2), PC (3.1), SEU (5.1).
Weight:
25%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 6
Assessment name:
Advertising Campaign Analysis
Description:
In this project the students are to develop a multimedia presentation that provides an analysis of a product's advertising campaign.
Length/Duration:7 minutes (approximately) or 30 slides (PowerPoint)
Formative or Summative: Formative and Summative
Relates to objectives:
Unit objectives: 1, 2, 3, 4, 5 and AOL goals: KS (1.1) (1.2) , CTA (2.1), PC (3.1), SEU (5.1).
Weight:
45%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 11
Assessment name:
Examination
Description:
To demonstrate a detailed understanding of the material presented in class and contained within the recommended literature prescribed in this unit. This exam will consist of multiple choice questions drawn from the lecture topics and resource materials.
Length/Duration: 90 minutes (no perusal)
Formative or Summative: Summative
Relates to objectives:
Unit objectives: 1, 2, 3 and AOL goals: KS (1.1).
Weight:
30%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Central Exam Period
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
Prescribed Text
Belch, Belch, Kerr and Powell (2012) Advertising: An Integrated Marketing Communication Perspective (2nd ed.). North Ryde: McGraw Hill
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
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: 16-Jan-2013
