Advertising Project (9488.2)
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|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|Discipline Of Communication And Media||Level 3 - Undergraduate Advanced 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)
This main focus is on the important role that advertising plays for an organization and how to make the maximum use of advertising in assisting organizations in achieving their objectives and goals. Students will have to develop an advertising campaign/project for a case.
Learning outcomesOn successful completion of this unit, students will be able to:
1. Analyse advertising techniques and apply these to a variety of contexts and different issues (e.g. product/service/ideas);
2. Integrate various sources of information such as research, media planning and creative resources to efficiently plan a campaign;
3. Design an effective integrated advertising campaign;
4. Understand what is needed and professionally present advertising campaign strategies to the client; and
5. Learn to work effectively in teams/groups to analyse and prepare presentations.
Graduate attributes1. UC graduates are professional - communicate effectively
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 - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
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 - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
PrerequisitesStudents must be enrolled in 211JA Bachelor of Communication in Advertising OR 981AA Bachelor of Advertising and Marketing Communication.
Students must have completed 48 credit points of study.
Incompatible unitsRestrictions: This unit is not open to students who have passed 6813 Integrated Communication Campaigns OR 9116 Advertising Project.
Equivalent units9116 Advertising Project.
Assumed knowledgeBasic concepts in marketing communications and advertising.
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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. – a great book for your Advertising career.
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.
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).
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. The extension form can be found on Moodle. 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. 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.
Please note, if a group requests an extension on their Pitch Report submission, there is a chance that they will not be eligible for industry awards at the event. However marks will not be affected.
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 completion. 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 Moodle page, and competency in PC based MS operating systems is expected (PowerPoint, Word).
Familiarising with Social Media Networks would be prudent therefore handling smart devices should be at a manageable level.
Work placement, internships or practicums
This unit involves "professional practicum" and therefore, additional student responsibilities are required in addition to those described in this section. Work-place learning requires strict adherence to professional practice principles and ethics. Client confidentiality must always be maintained, including for assessment items such as reports or essays. The professional nature of this unit also requires 100% participation at all learning activities (lectures, mainly tutorials – see section 3) for the successful completion of this unit (also see section 6c). If attendance requirements cannot be satisfied (e.g. timetable clash), it is recommended that you meet with you Course Convener to schedule this unit for a future semester.
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.