Units
Advertising Management
Unit code: AMB320
Contact hours: 3 per week
Credit points: 12
Information about fees and unit costs
Advertising Management is designed to shift student thinking from a tactical to a strategic level. Instead of taking the approach of, "This is what happens in advertising", it challenges students by raising important contemporary issues in advertising management practice and asking, "What should be done?". Advertising Management is an issues-based unit, which uses case analysis to foster critical thinking and problem solving. It encourages students to understand and take ownership of the advertising management process and, in doing so, build a better advertising industry.
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
So far in their advertising major, students have studied advertising from an introductory and a skills-based approach. This unit, taken in their final year, is designed to shift student thinking from a tactical to a strategic level. Instead of taking the approach of ¿This is what happens in advertising¿, it challenges students by raising important issues in the advertising management process and asking, ¿What should we do?¿. Advertising Management is designed to encourage students to understand and take ownership of the advertising management process, and in doing so, build a better advertising industry.
Aims
The aim of this unit is to be both contemporary and challenging for students. Recent advertising management issues are explored through critical thinking, problem solving and a case analysis approach. Students are challenged to explore all points of view and examine an issue from different stakeholder perspectives.
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
This unit is designed primarily for students considering becoming either an advertising practitioner or a marketing manager who works with, evaluates, and approves the work of advertising practitioners.
In this unit, learners will:
1. Explore the advertising process from a managerial perspective, including an ability to apply advertising concepts to solve advertising management problems.
2. Gain practical insights on advertising management from the agency, client and a broader societal perspective.
3. Demonstrate the ability to research, synthesize and interprete data and forge a strategically sound and inspiring advertising brief.
4. Apply critical thinking, valuable problem solving skills and advertising management theory to confront urgent and important issues in the advertising management process.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
The topics covered in this unit are divided into two main areas; 1) advertising management fundamentals and 2) issues in advertising management process. The fundamentals reinforce important skill sets in advertising management such as brief writing, campaign management and agency-client relationships. Armed with this understanding students then explore important issues in the advertising management process like consumer empowerment, value co-creation, privacy and the challenges of a shifting advertising environment. Finally, the fundamentals and issues are brought together to consider the fit of the suit in the next decade.
Approaches to Teaching and Learning
The unit uses a range of strategies to foster critical enquiry and intellectual debate in the increasingly important area of advertising management. Individual assignments encourage conceptual thinking, application of academic research in decision-making and creativity, while the exam applies case analysis to examine and solve advertising problems.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment name:
Project
Description:
Students develop an Advertising Brief, drawing on research and planning skills to forge a innovative platform for strategy, and decision making and campaign development.
Length: Approximately 1500 words
Formative or Summative: Both
Relates to objectives:
Relates to learning outcomes:Unit Objectives: 1, 3, and AoL: KS (1.1), CTA (2.1), PC (3.1).
Weight:
30%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 5
Assessment name:
Examination (written)
Description:
The examination consists of a case analysis where students explore and solve advertising problems.
Length: 2 hours, plus 10 minutes perusal
Formative or Summative Summative
Relates to objectives:
Relates to learning outcomes:Unit Objectives: 1, 2, 4 and AoL: KS (1.1), CTA (2.1), PC (3.1) & SEU (5.1).
Weight:
40%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 10
Assessment name:
Presentation
Description:
To apply advertising theory and understanding of the advertising management process to a particular case
Length: 15 Minutes
Formative or Summative: Summative
Relates to objectives:
Relates to learning outcomes:Unit Objectives: 1,2,3 & 4 and AoL: KS (1.1,1.2), CTA (2.1), PC (3.2), TW (4.1), SEU (5.1)
Weight:
30%
Internal or external:
Internal
Group or individual:
Group
Due date:
Week 13
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
References
All of the textbooks and reference books used in earlier advertising and marketing subjects will be useful reference books for this unit. Additional references are listed below, while others can also be found at the unit's Blackboard
Batra, R., Myers, J.G., and Aaker, D.A. (1996). Advertising management. (5th ed.). London : Prentice-Hall International.
Belch, G.E., Belch, M.A., Kerr, G.F., and Powell (2009). Advertising and promotion: An integrated marketing communications perspective. Sydney: McGraw-Hill Australia.
Clow, K.E. and Baack, D. E. (2010). Integrated Advertising, promotion and marketing communications. (4th) Prentice Hall.
Jugenheimer. D.W. and Kelley, L.D. (2009). Advertising management. Armonk, N.Y.: M.E. Sharpe.
Ogden, J.R.
O'Guinn, T., Allen, and Semenik (2008). Advertising and Integrated Brand Promotion. (5th). Cengage Learning.
Percy, L., and Elliott , R.(2002). Strategic Advertising Management. (2nd ed.) Oxford: Oxford University Press.
Trade Publications
Ad News www.adnews.com.au
Advertising Age www.adage.com
Advertising Education Foundation www.aef.com
Advertising Research Foundation www.arf.com
B & T www.bandt.com.au
Multichannel Merchant Magazine www.multichannelmerchant.com
Academic Journals
ADMAP
Journal of Advertising
Journal of Advertising Education
Journal of Advertising Research
International Journal of Advertising
Journal of Consumer Research
Journal of Interactive Marketing
Journal of Marketing Communications
Journal of Marketing
Journal of Marketing Research
Journal of Promotion Management
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: 23-Jan-2013
