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Advertising G (9112.4)

Level: Graduate Level
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Arts and Design
Discipline: School of Arts and Communications

Availability

Unit Outlines

To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

  • Semester 2, 2019, ONLINE, BRUCE (191060) - View
  • Semester 2, 2019, ON-CAMPUS, BRUCE (191059) - View
  • Semester 2, 2018, ONLINE, BRUCE (178448) - View
  • Semester 2, 2018, ON-CAMPUS, BRUCE (178447) - View
  • Semester 2, 2017, ONLINE, BRUCE (164869) - View
  • Semester 2, 2017, ON-CAMPUS, BRUCE (176245) - View
  • Semester 2, 2016, ONLINE, BRUCE (161828) - View
  • Semester 2, 2015, ONLINE, BRUCE (139852) - View

If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.

Syllabus

This unit investigates the design and evaluation of communication strategy as it applies to brand advertising, creative development and media use. Consideration is given to the different models of account planning and research methodologies, including market segmentation used in the development of brand advertising, media data and media selection. Influences on consumer behaviour such as psychological, cultural and social factors and its effects on consumer information processing and buying behaviour are analysed.

Learning Outcomes

On completion of this unit students should be able to:

1. Critically analyse the role of advertising in the context of a comprehensive communication strategy;

2. Generate a creative brief;

3. Critically evaluate creative strategy;

4. Critically analyse and construct an appropriate media campaign; and

5. Evaluate the influence of consumer behaviour on communication strategy.

Assessment Items

Contact Hours

Three hours per week.

Prerequisites

None

Corequisites

None

Assumed Knowledge

None

Incompatible Units

Restrictions: This unit is not open to students who have passed 7732 Advertising Strategy G

Equivalent Units

7732 Advertising Strategy G


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