Advertising G (9112.2)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|
|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|Discipline Of Communication||Graduate Level|| Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
Learning outcomesOn 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;
5. evaluate the influence of consumer behaviour on communication strategy.
Graduate attributes1. UC graduates are professional - communicate effectively
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - take pride in their professional and personal integrity
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
Incompatible unitsRestrictions: This unit is not open to students who have passed 7732 Advertising Strategy G
Equivalent units7732 Advertising Strategy G
|Year||Location||Teaching period||Teaching start date||Delivery mode||Unit convener|
Parente. D. E. & Strausbaugh-Hutchinson, K. L. (2015). Advertising Campaign Strategy – A guide to Marketing Communication Plans (Fifth edition). Cengage Learning: USA.
Other optional Readings (Seminal work)
Fill, C., Hughes, G. and De Francesco, Scott. (2013). Advertising. Strategy, creativity and media. New York: Pearson.
Percy, L. & Rosenbaum-Elliot, Richard (2012) Strategic Advertising Management, (4rd edition)
Oxford University Press: UK
Brown, J. (1997). Impossible dream or inevitable revolution? Investigating the concept of integrated marketing communication. Journal of Marketing Management, 2(2), 70-81
Cornelissen, J.P., & Lock, A.R (2000). Theoretical concept or management fashion? Examining the significance of IMC. Journal of Advertising Research, 40(5), 7-15
Clow, K & Baach, D. (2007). Integrated Advertising, Promotion and Marketing Communication. New Jersey: Prentice Hall
Dibb, S. (1998). Market segmentation: strategies for success. Marketing Intelligence & Planning. 16(7), 394–406.
Johnson, L. D. (2010). Customer engagement is the new marketing, Journal of Advertising Research. 50(2), 1-3.
Kimmel, A.J. . Marketing Communication: New Approaches, Technologies and Styles. Oxford: Oxford University Press.
Kliatchko, J. (2008) Revisiting the IMC construct: a revised definition and four pillars. International Journal of Advertising, 27(1).
Advertising – Marketing Communication Industry Association websites:
- Australian Association of National Advertisers (AANA) http://www.aana.com.au/
- The Communications Council (formerly AFA) http://www.afa.org.au/
- Media Federation of Australia http://mediafederation.org.au/
- International Advertising Association (IAA) http://www.iaaglobal.org/
- American Advertising Federation (AAF) http://www.aaf.org/
- American Academy of Advertising (AAA) http://www.aaasite.org/
- American Association of Advertising Agencies (4As) http://www2.aaaa.org/Portal/Pages/default.aspx
- Association of National Advertisers (ANA) http://www.ana.net/
- Incorporated Society of British Advertisers (ISBA) http://www.isba.org.uk/isba/home/
- Institute of Practitioners of Advertising (IPA) http://www.ipa.co.uk/
- World Federation of Advertisers (WFA) http://www.wfanet.org/
12. Advertising Age - UC Library via http://www.canberra.edu.au/library/research-gateway/ejournals
13.Admap - UC Library Individual Holdings, or go to WARC.com at http://www.warc.com.ezproxy2.canberra.edu.au/Default.asp?ID=1
14. AdWeek www.adweek.com
15. Australian Financial Review http://afr.com
16. BusinessWeek - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
17. Campaign Brief - UC Library Individual Holdings
18. Campaign (London) UC Library Individual Holdings, or via
19. Harvard Business Review – UC Library via
20. The Journal of Marketing - UC Library via
21. The Journal of Advertising - UC Library via
22. The Journal of Advertising Research - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
Submission of assessment items
Extensions & Late submissions
All assessment items will be submitted online via the unit Moodle site. The first page of each assessment submission should include the following information:
- Student Name:
- Student ID:
- Assessment Name:
- Word Count (if applicable):
Special assessment requirements
Students can apply for an extension to the due date for submission of an assessment item on the grounds of illness or other unavoidable and verifiable personal circumstances.
Requests will require documentary evidence and must be submitted to the unit convener before the due date. If approved, students must attach a copy of this approval to the assignment upon submission. Students should apply before the due submission date, and are advised to do so as early as possible. The Unit Convenor will decide whether to grant an extension and the length of the extension. Students granted an extension should be made aware that the extension may result in delays in receiving feedback on assignments, and/or to the award of grades, and/or course completion, and/or graduation.
Any late submissions without a granted extension will incur a 10% penalty per day (up to 4 days). Feedback provided will be minimal. Any submissions 5 days late will not be eligible to be marked.
Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.
To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.
Use of Text-Matching Software
The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.
Online participation is required for all students as the content covered is relevant to all assessments for the unit.
Required IT skills
Competency in PC based MS operating systems: PowerPoint, Word and Moodle will be assumed for this Unit.
This unit involves online meetings in real time using the Blackboard Collaborate tool for consultation purpose. Blackboard Collaborate provides a virtual classroom or meeting room where you can communicate in real time with your lecturer and other students. To participate verbally, rather than just typing, you will need a microphone. For best audio quality we recommend a microphone and speaker headset. For more information and to test your computer, please visit the LearnOnline Student Help and click on the link to Blackboard Collaborate.
Work placement, internships or practicums
This unit requires strict adherence to professional practice principles and ethics. The professional nature of this unit also recommends attendance at all learning activities.
It is the student's responsibility to ensure that they are correctly enrolled in each subject and that the subjects are correct for their course of study. Students should confirm their subject enrolment details via MyUC before the end of Week 2.
Moderation of final results is practiced to ensure the maintenance and uniformity of consistent standards.
The Unit Convenor reserves the right to vary the tutorial schedule to take timely advantage of an advertising event, field trip opportunity or guest speaker. Notice of such variation will be made in the preceding week's Moodle announcement.
The standard practice of using an author-date system like Harvard is preferred.
If there is any doubt with regard to the requirements of any particular assignment or assessment procedure, the onus of clarification rests with the student who should contact the lecturer about the matter. Students have a responsibility to: read, understand and respect the rules concerning plagiarism; familiarise themselves with the conventions of referencing in their discipline; and avoid all acts, which could be considered plagiarism. Refer to the student integrity policy for in this link https://guard.canberra.edu.au/policy/policy.php?pol_id=3175
Provision of information
Announcements made at classes are deemed to be made to the whole group.