| Course Aims | * " Advertising makes a major contribution to the successful functioning of market economies in both national and global economies in almost every part of the world." (Source: Wright, Ray, (2000) Advertising, Prentice Hall.)
Wright suggests that marketing exist in every country and enhances and influences consumers purchase and re-purchase.
The advent of 24/7 global society supported by improvement and expansion in information technology and telecommunications has developed new media vehicles. Additionally, new broadcast channels, web advertising and technology-based promotional tools have profoundly affected marketing communications industry.
Wright contends that "àexciting new information technology methods are allowing advertisers, agencies and media owners to be at the cutting edge of advertising corporate and product brand benefits, and so gain competitive advantage." (Source: Wright, Ray, (2000) Advertising, Prentice Hall.)
Whether one agrees or disagrees with Wright's view advertising is now global in its reach and is an integral part of marketing products and services world-wide. Consequently, it is paramount that global marketers have a suitable grounding in advertising, especially in the technology-based context. |
| Course Content | " Introduction to Advertising
" Analysing the Advertising Environment
" Advertising Planning and Strategy
" Creating the Advertising Message
" Preparing Advertising Message and Consumer
" Preparing Advertising Message and Business-to-Business
" Placing the Advertising Message
" Advertising Market Research
" Media Planning and Buying
" Direct Marketing
" Internet Marketing
" Broadcast Media
" Print Media
Core Skills Content
The module will build on skills taught in Level 2 Principles of Marketing skills.
Research skills
" Familiarity with a range of data
" Selecting and using appropriate research sources e.g. Online facilities
Analytical skills
" An ability to analyse, with minimum guidance, marketing issues and generate strategic recommendations
Effective problem solving and decision making skills
" Use of qualitative techniques in identifying and solving business problems
Communication skills
" Oral skills - effective presentation of marketing concepts and information
" Writing skills - production of business reports in a clear and concise manner
" Use of a range of media - PowerPoint, widely used in the preparation of business reports and presentations
IT skills
" The use of business software packages Word, PowerPoint, and the Internet.
Self management skills
" Effective use of time and management of own learning
" Ability to plan and act with increasing autonomy
" Development of initiative and enterprise
" Group management, interacting effectively within a team
Interpersonal skills
" Active class participation, with ability to give and receive information and ideas, and modify responses, where appropriate
" Presentations, using a variety of formats |
| Learning Outcomes | A6, A8, A9, B5, B6, B7, B8, C6, C7, C8, C10, D6 .
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| Reading Required | Wells, W., Burnett, J., and Moriarty, S. (2006) Advertising: Principles & Practice, International Edition/ Seventh Edition, Prentice Hall
Shrimp, T. (2006) Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications, Seventh Edition, Thomson
O'Guinn,T., Allen, C., and Semenik, R. (2003) Advertising and Integrated Brand Promotion, Third Edition, Thomson
Brassington, F., and Pettit, S. (2006) Principles of Marketing, Fourth Edition, Prentice Hall
L., Rossiter, J., and Elliot, R. (2002) Strategic Advertising Management, Oxford University Press
Kotler, P., Armstrong, G., Saunders, J., and Wong, V. (2004) Principles of Marketing, Third European Edition, Prentice Hall
Russell, J.T., and Ronald, J. W. (2001) Advertising - A Framework, Prentice Hall
Wright, R. (2000) Advertising, Prentice Hall
Jefkins, F. (2000) Advertising, Prentice Hall
Shrimp, T. (2000) Advertising and Promotion, Harcourt
Blythe, J. (2000) Marketing Communications, Prentice Hall
Krugman, Reid, Dunn, and Barban, (1998) Advertising; Its Role in Modern Marketing, The Dryden Press |