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

The purpose of this unit is to develop a framework to understand and evaluate advertising theory, as it influences consumer perception and behaviour and impacts upon key issues in society. In doing so, this unit makes an important contribution to postgraduate advertising studies by evaluating advertising in action, and exploring the ethical and legal considerations of message and media from a personal, corporate and professional perspective.

Aims

To explore advertising theory in action. To show the implications of advertising management decisions on consumers, advertising agents, suppliers, the advertising profession and society.

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
On completion of this unit students will be able to:
1. Appreciate the influence of advertising decisions in shaping contemporary issues in society from a multitude of different stakeholder perspectives;
2. Understand the ethical requirements and mechanisms of advertising complaint and control in society and the responsibilities of the advertising agent, media and advertising industry; and
3. Delve into advertising theory to investigate the impact advertising message, execution and media placement and new media opportunities.

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

Before examining the issues, this unit discusses and defines what makes a contemporary issue in advertising. It then provides a framework with which to evaluate these issues, by introducing case analysis and by drawing from advertising theory. Students then use these tools to explore some of the most critical contemporary advertising issues such as deceptive and misleading advertising, the use of fear appeals and political advertising.

Approaches to Teaching and Learning

Case analysis and related in-class group discussions will be utilised to promote learning and encourage critical inquiry, intellectual debate, and commitment to professionalism, social responsibility, and ethical practice.

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: Presentation
Description: In groups of two, students will choose a controversial print advertisement/TVC and invite discussion from the class on the major issues the advertisement raises.
Length/Duration: 10 minutes presentation & 10 minutes class discussion
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 3 and AOL goals: KS (1.1), CTA (2.1), PC (3.2), TW (4.1), SEU (5.1)
Weight: 25%
Internal or external: Internal
Group or individual: Group
Due date: Weeks 2-12

Assessment name: Mid-Semester Exam
Description: The mid-semester exam will be a case analysis of a contemporary advertising issue.
Length/Duration: 2 hours & 10 minutes perusal.
Formative or Summative: Summative
Relates to objectives: Unit objectives: 3 and AOL goals: KS (1.1), CTA (2.1), PC (3.1), SEU (5.1)
Weight: 35%
Internal or external: Internal
Group or individual: Individual
Due date: Week 7

Assessment name: Research Paper
Description: Choose a contemporary advertising issue that interests you. Make sure you define the issue well, including a research question and a clear statement of the purpose, scope and limitations of the paper.
Length: 2,000 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 3 and AOL goals: 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 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 no set text for this unit. A list of readings drawn from academic journal articles will be posted on the Blackboard site.

Recommended Text
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: 16-Jan-2013