PS5012MKT Applied Advertising and Campaign Management
1. MODULE SUMMARY
Aims and Summary
This module is intended to give students the knowledge and skills needed to understand the creative process. Students will examine the relationship between organisations and advertising agencies and will learn how to develop appropriate creative ideas in response to a creative brief. Students will learn how to apply creative ideas across a range of media in integrated marketing campaigns. This module will also help students to understand that integrated campaigns are the result of successful management of the campaign across various types of marketing communications agencies.
Module credits and availability
Assessment / CATS Credits 20.0
ECTS credits 10.0
Total student study hours 200
Entry Requirements (pre-requisites and co-requisites)
None
Excluded Combinations
None
Special Features
None
2. TEACHING, LEARNING AND ASSESSMENT
Intended Module Learning Outcomes
1. Explain the key stages of the communications planning process.
2. Define and evaluate appropriate measures for evaluating marketing communications activities.
3. Analyse an advertising campaign for a particular business scenario.
4. Explain how the creative idea and relationships are managed when using a range of marketing communications agencies and evaluate the selection criteria for choosing the agencies.
5. Develop an advertising plan using a range of creative ideas to meet a specific advertising brief
6. Present and justify advertising ideas according to audience, message and media criteria
Indicative Content
• Branding, brand values, brand positioning and the relationship between brand positioning and advertising.
• The creative process designing the creative brief.
• Translation of brief into marketing communications campaign.
• Understanding of media planning, media selection, and media evaluation.
• Appreciation of the roles within a variety of communications agencies.
• Management of relationships and activities to deliver the communications strategy.
• Understanding media consumption patterns amongst the target market.
• Examining communications objectives and the encoding of effective communications messages.
• Exploring relevant consumer appeals and brand messages.
For internationalisation, international case studies are used in this module to illustrate and explore cross cultural and global examples of marketing communication campaigns.
Teaching and Learning
Method of Assessment (normally assessed as follows)
The intended learning outcomes will be assessed as follows:
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Assessment
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Credits
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Learning Outcomes
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1
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2
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3
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4
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5
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6
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Coursework 1: Individual coursework 2000 words
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10
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Coursework 2: 15-20 minute Group Presentation with individual Q&A.
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10
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Re-assessment: new coursework component as appropriate.
Assessment
CW 1: Individual 2500 word coursework to analyse an advertising campaign for a business scenario which will summatively assess outcomes 1, 2, 3, and 4 (10 credits)
CW 2 - 15-20 minute Group Presentation (with individual Q&A) to develop an advertising plan with justified recommendations and present creative ideas ( group (8 credits), individual (2 credits)) to summatively assess learning outcomes 2, 5, and 6 (10 credits).
Pass Requirements: Coursework 1 mark must be at least 40% and Coursework 2 mark must be at least 40% and Module mark must at least 40%
Please note that no coursework will be marked until an identical electronic copy has also been submitted into the module web for a plagiarism check.
3. MODULE RESOURCES
Essential Reading List
Fill, C. (2011) Essentials of Marketing Communications, Harlow, England: Financial Times Prentice Hall.
Recommended Reading List
Batty, C. and Cain, S. (2010) Media Writing: A Practical Introduction. Houndmills, Basingstoke, Hampshire [England]: Palgrave Macmillan
Cornelissen, J. (2014) Corporate Communication: A Guide to Theory & Practice, 4th edition. Los Angeles: SAGE.
Egan, J. (2007) Marketing Communications. London: Thomson learning.
Required Equipment
None