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 is delivered in both internal and external modes. The external offering of this unit is only available to students admitted to the BS16 Master of Business, BS17 Master of Business (Advanced), BS18 Master of Business/Master of Business courses and the BS39 Graduate Certificate in Business.

This unit is an important introduction to the management of successful advertising campaigns. Unless the advertising is based on research, well planned and has a strong strategic focus, the campaign will not be successful - regardless of how good the creative is or how effective the media is planned. Therefore, advertising management is the keystone of successful advertising. This makes this unit of vital importance to all who study advertising or marketing communication.

Aims

The aim of this unit is to introduce students to the role of the account manager and the functions of advertising management such as research, strategy, planning and advertising decision making.

Objectives

Course Learning Goals (Postgraduate)
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 Well-researched knowledge and critical understanding applied to issues at the forefront of a specialised discipline area
1.2 Ability to select and use effectively a range of tools and technologies to locate and/or generate information appropriate to the disciplinary context

Be critical thinkers and effective problem solvers (CTA)

2.1 Apply logical, critical and creative thinking and judgement to generate appropriate solutions to problems in the disciplinary context

Be professional communicators in an intercultural context (PC)

3.1 Ability to create and present professional documents and/or reports using high levels of analysis/synthesis/evaluation for a range of contexts and audiences
3.2 Ability to orally communicate and justify ideas and information, at a professional level, for a variety of contexts and audiences, including peers and discipline specialists

Be able to work effectively in a Team Environment (TW)

4.1 Operate effectively and with flexibility to achieve common goals in collaborative settings, using a range of skills, including leadership, negotiation, reflection, proactivity and support for team members

Have a Social and Ethical Understanding (SEU)

5.1 Apply knowledge of the ethical, social and cultural dimensions relevant to business situations, including appropriate standards or codes of practice, to provide courses of action

Unit Objectives
Students who successfully complete this unit shall:
1. be familiar with the role of the account manager, the advertiser and the function of advertising management;
2. understand the importance of research in generating consumer insights, developing advertising strategy and preparing a comprehensive advertising brief;
3. have examined the components of the advertising decision-making framework and understand how the process works;
4. have developed a comprehensive knowledge of advanced advertising management theory; and
5. have a full understanding of legal and ethical considerations and emergent issues within the field of advertising management.

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 empowers students to make effective management decisions within the advertising process. It examines the setting of advertising objectives, and the need for co-ordination of these with marketing, communication and organisation objectives. It develops a sound understanding of advertising regulations and ethics, budgeting, research and campaign co-ordination. It further examines management participation in the creative, media and production processes, and the contribution of advertising management to the cohesion and creativity of the agency.

Approaches to Teaching and Learning

This unit encourages learners to explore advertising management issues by applying theoretical concepts and drawing upon and enhancing critical thinking and analytical skills. Lectures provide a framework for discussion, problem solving, and group interaction. Tutorials demonstrate how current academic research can be applied to the advertising environment to provide effective advertising management solutions.
This unit uses the SafeAssign tool in BlackBoard. SafeAssign is a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using SafeAssign. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.

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: Journal
Description: You keep a reflective journal in which you document your analysisPresentation of contemporary Advertising Management Practices
Length/Duration: 1,500 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit Objectives: 1, 4, 5 and AOL goals: KS (1.1), (1.2), CTA (2.1), PC (3.2), SEU (5.1)
Weight: 30%
Internal or external: Both
Group or individual: Individual
Due date: Weeks 2 to 7

Assessment name: Mid Semester Examination
Description: Short answer exam.
Length/Duration: 2 hours
Formative or Summative: Summative
Relates to objectives: Unit Objectives: 1, 2, 3, 4 and AOL goals: KS (1.1), (1.2), CTA (2.1), PC (3.1), SEU (5.1)
Weight: 30%
Internal or external: Both
Group or individual: Individual
Due date: Week 9

Assessment name: Project
Description: Students use research, planning and decision-making skills to develop an advertising brief that is both strategically sound and inspiring.
Length/Duration: 2,000 words
Formative or Summative: 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: 40%
Internal or external: Both
Group or individual: Individual
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

Prescribed Text
There is not set text for this unit.

Resource Materials
Belch, G. E., Belch, M. A., Kerr, G. & Powell, I. (2012). Advertising: An Integrated Marketing Communications Perspective (2nd ed.). Sydney: 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: 17-Jan-2013