Course overview
This course aims to prepare students to be questioning buyers and knowledgeable managers of advertising, from the advertiser's perspective and/or to sell and manage such services from an agency perspective. Managing advertising as part of the marketing process. Understanding theory and practical issues. The advertising budgeting and planning process. Working with advertising agencies and others to produce effective advertising.
Course learning outcomes
- Describe the industry (different players, types of agencies, media, regulation etc).
- Explain how advertising works (ie critique theories, identify links to buyer behaviour).
- Evaluate advertising with appropriate measures and methodologies.
- Formulate appropriate objectives, strategies, plans and budgets.
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Problem Solving (intermediate level); and ii) Ethical Awareness (intermediate level).