Advertising Strategy

Advertising Strategy
Module Code: MHN509383-A
Module Handbook
2014/2015
Module Leader:Dr Shirley RateModule Tutor: Jenny Flinn
Tel: [phone]Tel: [phone]
E-mail: [e-mail]-mail: [e-mail]
Contents
TOC \o "1-3" \h \z \u Aims PAGEREF _Toc399837361 \h 2Learning Outcomes PAGEREF _Toc399837362 \h 2Module Delivery PAGEREF _Toc399837363 \h 3Student Input PAGEREF _Toc399837364 \h 3Assessment PAGEREF _Toc399837365 \h 4Coursework (40%) PAGEREF _Toc399837366 \h 4Examination (60%) PAGEREF _Toc399837367 \h 7Assessment Pass Marks PAGEREF _Toc399837368 \h 7Module Design PAGEREF _Toc399837369 \h 9Module Syllabus – Lectures PAGEREF _Toc399837370 \h 10Module Syllabus – Seminars PAGEREF _Toc399837371 \h 11Indicative Reading PAGEREF _Toc399837372 \h 21Textbooks PAGEREF _Toc399837373 \h 21Journals PAGEREF _Toc399837374 \h 22

AimsThe Advertising Strategy module aims to provide an understanding of the process involved in creating an advertising campaign. Initially, students’ analytical and evaluative skills are developed through the examination of theoretical ideas and models which attempt to explain how advertising communication works. This theoretical foundation will act as a basis for the examination of the practical issues involved in creating an advertising campaign. These include planning, development, execution and evaluation techniques.
The Advertising Strategy module is not a ‘how-to’ of advertising. It is an introduction to the critical study of advertising from both theoretical and managerial perspectives.
Learning OutcomesThe aims of the Advertising Strategy module are to enable students by the end of the module to:
Demonstrate an advanced conceptual and theoretical understanding of the changing environment in which advertising and other communication tools operate and the role of advertising in integrated marketing communications strategies.
Demonstrate an advanced conceptual and theoretical understanding of the