Course overview
The aim of this course is to extend theoretical and practical knowledge of how advertising works by critically evaluating advertising in an applied setting from both the advertiser's and agency's perspective. Managing advertising as part of the marketing process; understanding theory and practical issues; the advertising budgeting and planning process; and working with advertising agencies and others to produce effective advertising.
Course learning outcomes
- Engage in the advanced management of the advertising process (i.e. appoint and interact with agencies, comply with regulation, write a brief and an advertising plan including appropriate objectives, strategies, plans and budgets etc).
- Critically analyse, reflect and synthesise the theories on how advertising works (i.e. contrast and evaluate different theories, identify links to buyer behaviour etc).
- Critically evaluate advertising with appropriate measures and methodologies.
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Problem Solving (intermediate level); and ii) Ethical Awareness (foundation level).
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