Advertising Strategy Development (9484.2)
|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 And Media||Level 2 - Undergraduate Intermediate Unit|| Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
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 outcomesOn 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.
Graduate attributes1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
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 - behave ethically and sustainably in their professional and personal lives
Incompatible unitsRestrictions: This unit is not open to students who have passed 9117 Advertising Strategy Development AND 6809 Advertising Strategy.
Equivalent units9117 Advertising Strategy Development AND 6809 Advertising Strategy.
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Lists of required texts/readings
Kelly, D. L. & Jugebheimer, W. D. (2015). Advertising Account Planning – Planning and Managing an IMC Campaign (3rd Edition), M. E. Sharpe, Inc. (Taylor & Francis Group).
Seminal works – recommended reading
Altstiel, T. & Grow, J. (2017). Advertising Creative – Strategy, Copy, Design (4th Edition).SAGE.
Burt, S, and Davies, K. (2010). From the retail brand to the retail-er as a brand: themes and issues in retail branding research. International Journal of Retail and Distribution Management, 38 865-878
Casmir, J. (2010). The Gruen Transfer. ABC Books.
Chitty, W., Barker, N., Valos, Michael and Shimp, T.A (2012) Integrated Marketing Communication. 3rd Asia Pacific Edition. South Melbourne: Cengage
Drewniany & Jewler (2014). Creative Strategy in Advertising (11th Edition). WADSWORTH, Cengage Learning.
Fill, C, Hughes, G and De Francesco, Scott. (2013). Advertising. Strategy, creativity and media. New York: Pearson.
Hackley C. & Hackley, R. A. (2015). Advertising & Promotion (3rd Edition). SAGE.
Moriarty, Mitchell, Wells, Crawford, Brennan, Spence-Stone (2015). Advertising – principles and practice (3rd edition), Pearson, Australia.
Parente, D. E. & Strausbaugh-Hutchinson, K. L. (2015). Advertising Campaign Strategy – A guide to Marketing Communication Plans (5th edition), Cengage Learning, Australia.
Smith, P. R. & Zook, Z. E. (2016). Marketing Communications – Offline and Online Integration, Engagement and Analytics (6th edition). KoganPage.
The One Show
Submission of assessment items
Special assessment requirements
Students must complete all assessment items to be considered for a pass grade.
Late submissions of assignments without an approved extension will result in a penalty of 5% reduced marks from the total available, per calendar day late. An assignment submitted after 7 days late will not be accepted.
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. Extension requests must be supported by 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. The assessment extension form can be found in Moodle. 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. An extension will not be granted on the grounds of academic or employment workload.
Students granted an extension should be made aware that the extension may result in delays in receiving grades on assignments, and/or course completion, and/or graduation. Detailed comments will not be given on late assignments.
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.
Contribution and participation in tutorials contribute to a deeper understanding of the content of the unit and assignment requirements. It may be difficult to pass the unit without attending tutorials.
Required IT skills
Students are expected to be able to access materials on the unit's Canvas page, and competency in PC based MS operating systems is expected (PowerPoint, Word).
Work placement, internships or practicums
It is the student's responsibility to ensure that they are correctly enrolled in each unit and that the units are correct for their course of study. Students should confirm their unit 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 lecture and tutorial schedule to take timely advantage of an advertising event, field trip opportunity or guest speaker. Notice of such variation will be made through Moodle announcement.
The standard practice of using referencing systems such as Harvard or the American Psychological Association (APS – 5th or 6th edition) Style Manual is preferred.
If there is any doubt on 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 Academic Skills Centre for more information.
Provision of information
Announcements made at lectures are deemed to be made to the whole group and will be recorded in that lecture. Recorded lectures will be available on the Moodle site of this unit.