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Advertising Strategy Development (9117.2)

Level: Level 2 - Undergraduate Intermediate Unit
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Arts and Design
Discipline: Discipline of Communication

Availability

    Syllabus

    This unit presents the framework for the development of advertising and more broadly, marketing communication strategies. Study commences with a focus on gathering information on the situation facing the organisation or brand. Based on the analysis of the situation, goal and objective setting are explored and stakeholder segments are analysed. Consideration is given to consumer information processing, message design and creative execution, budgets and media integration and selection for the implementation of the strategy. Evaluation strategies are explored to determine the success of the strategy. The unit will also consider how advertising campaigns may be integrated with other marketing communication strategies in the organisation.

    Cases are used to illustrate the application of the principles of advertising strategy to professional practice. Students will be required to develop a full strategy from the situation analysis to evaluation.

    Learning Outcomes

    On completion of this unit, student will be able to:

    1. demonstrate insight and a sound understanding in the strategising, planning and execution of advertising and marketing communication strategies and campaigns;

    2. demonstrate an in-depth knowledge of the types of research and information gathering techniques that maybe undertaken in advertising and marketing communication campaigns;

    3. appreciate the importance of consumer information processing and its role in the design of relevant and creative messages in advertising campaigns and activities;

    4. methodically select and integrate media for campaign implementation;

    5. recognise the importance and understand the techniques of evaluation of strategies and campaigns.

    Contact Hours

    3 hours per week

    Prerequisites

    None.

    Corequisites

    None.

    Assumed Knowledge

    NONE

    Incompatible Units

    Restrictions: This unit is not open to students who have passed 6809 Advertising Strategy.

    Equivalent Units

    6809 Advertising Strategy

    Referenced Courses



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