Advertising Strategy Development (9484.2)
Level: | Level 2 - Undergraduate Intermediate Unit |
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Credit Points: | 3 |
HECS Bands: | Band 1 2013-2020 (Expires 31 Dec 2020) Band 2 2021 (Commenced Before 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan 2021) |
Faculty: | Faculty of Arts and Design |
Discipline: | Discipline of Communication and Media |
CLOSED FOR FUTURE ENROLMENT.
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, 2018, ON-CAMPUS, BRUCE (178688) - View
- Semester 2, 2017, ON-CAMPUS, BRUCE (165116) - View
- Semester 2, 2016, ON-CAMPUS, BRUCE (162419) - View
- Semester 2, 2015, ON-CAMPUS, BRUCE (139667) - View
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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 successful completion of this unit, students will be able to:
1. Develop insight and a sound understanding in the strategising, planning and execution of advertising and marketing communication strategies and campaigns;
2. Gain 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; and
5. Recognise the importance and understand the techniques of evaluation of strategies and campaigns.
Assessment Items
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 9117 Advertising Strategy Development AND 6809 Advertising Strategy.
Equivalent Units
9117 Advertising Strategy Development AND 6809 Advertising Strategy.
Referenced Courses
- 981AA Bachelor of Advertising and Marketing Communication
- 995AA Bachelor of Advertising and Marketing Communication / Bachelor of Laws
- 999AA Bachelor of Applied Economics / Bachelor of Advertising and Marketing Communication
- 986AA Bachelor of Arts / Bachelor of Advertising and Marketing Communication
- 987AA Bachelor of Arts / Bachelor of Journalism
- 988AA Bachelor of Arts / Bachelor of Media Arts and Production
- 989AA Bachelor of Arts / Bachelor of Public Relations
- 990AA Bachelor of Arts in International Studies / Bachelor of Advertising and Marketing Communication
- 221JA Bachelor of Arts in International Studies/Bachelor of Communication in Advertising
- 798AA Bachelor of Arts/Bachelor of Commerce
- 125JA Bachelor of Arts/Bachelor of Communication and Media Studies
- 216JA Bachelor of Arts/Bachelor of Communication in Advertising
- 217JA Bachelor of Arts/Bachelor of Communication in Journalism
- 218JA Bachelor of Arts/Bachelor of Communication in Media and Public Affairs
- 219JA Bachelor of Arts/Bachelor of Communication in Public Relations
- 799AA Bachelor of Arts/Bachelor of Information Technology
- 801AA Bachelor of Arts/Bachelor of Laws
- 802AA Bachelor of Arts/Bachelor of Management
- 804AA Bachelor of Arts/Bachelor of Science in Psychology
- 100JA Bachelor of Commerce / Bachelor of Advertising and Marketing Communication
- 231JA Bachelor of Commerce/Bachelor of Communication in Advertising
- 211JA Bachelor of Communication in Advertising
- 225JA Bachelor of Communication in Advertising/Bachelor of Laws
- 181JA Bachelor of Graphic Design/Bachelor of Advertising and Marketing Communication
- 220JA Bachelor of Graphic Design/Bachelor of Communication in Advertising
- 235JA Bachelor of Marketing Management/Bachelor of Communication in Advertising