Units

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Sample subject outline - Semester 2 2012

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

Rationale

This unit explores theory and practice of advertising message planning and creation for print, broadcast and digital media; development of creative platforms and competitive benefit strategies.

Aims

The aim of this unit is to demonstrate how effective creative strategy feeds on research, consumer insight and creative thinking to underpin a successful advertising campaign.

Objectives

Course Learning Goals (Postgraduate)

The Faculty of Business 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
In this unit, students will:
1. Examine the concept and development of creative strategy
2. Be able to formulate a creative strategy statement
3. Examine the process of communication and consumer response
4. Understand the principles of idea formulation and execution
5. Develop ways to evaluate creative campaigns

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 course is designed to give students a basic understanding of the creative strategy development process and an appreciation for the critical role strategy plays in designing an advertising campaign. Students will gain an understanding of the critical role creative strategy plays in the development of advertising communications and campaigns. The course explores the most widely accepted approaches in the development of strategy, and students will gain a working knowledge of the basic steps in the development of creative strategy.

Approaches to Teaching and Learning

This unit develops a range of strategies to foster critical enquiry and intellectual debate in the area of creative advertising. The value of creativity and the necessity of strategy are investigated through conceptual thinking and the application of practical skills to 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: Based on the client information provided on the unit website, you are to develop advertising research summary and recommendation(s). You are to investigate and justify your choice of advertising research format and recommend solutions for your client.
Length/Duration: 1,000 words approx.
Formative and Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 3 and AOL goals: CTA (2.1), PC (3.1)
Weight: 25%
Internal or external: Internal
Group or individual: Individual
Due date: Week 5


Assessment name: Problem Solving
Description: Drawing on your understanding of planning and the creative process, you are to solve the advertising problem by developing (1) a creative strategy statement and (2) present a big idea based on this strategy.
Length/Duration: 1,500 words approx.
Formative and Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 3 and AOL goals: KS (1.1), CTA (2.1)
Weight: 35%
Internal or external: Internal
Group or individual: Individual
Due date: Week 10


Assessment name: Case Study
Description: Using an Effies Brief, you are to make recommendations for the follow-up campaign. This should include a consideration of the consumer insight and an evaluation of current creative strategy. Your recommendations should then detail how this strategy might be extended, other consumers who might be targeted or other platforms for the extension of the creative idea.
Length/Duration: 2,000 words approx.
Formative and Summative: Summative
Relates to objectives: Unit objectives: 1, 2, 3, 4 and AOL goals: KS (1.1), CTA (2.1), PC (3.1)
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 required textbook for this unit.

References
Burton, Phillip Ward (2001). Advertising copywriting (6th edn.). Columbus, Ohio: Grid.
Crompton, A. (1987). The craft of copywriting. London: Hutchinson Business.
Herzbrun, D. (1997). Copywriting by Design. Illinois: NTC Business Books.
Jewler, J. & Drewniany, B. (2010). Creative Strategy in Advertising (8th edn.). California: Wadsworth.
Norris, Hanley. (1996). The complete copywriting. New York: Mc Graw-Hill.
Schultz, D., & Barnes, B. (1995). Strategic advertising campaigns. NTC Books.
Steel, Jon. (1998). Truth, Lies & Advertising: The Art of Account Planning. John Wiley & Sons, Inc. Danvers, MA.

Trade Journals
Ad Age < www.adage.com >
B&T < www.bandt.com.au >
Ad News < www.adnews.com.au >
Advertising Education Foundation < www.aef.com >
Advertising Research Foundation < www.arf.com >

Academic Journals
Journal of Advertising
Journal of Advertising Research
International Journal of Advertising
Journal of Consumer Research
Journal of Marketing Communication
Journal of Marketing
Journal of Marketing Research

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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: 08-Jun-2012