Advertising Management and Evaluation (BS0119)

? Credit Points : 10 ? SCQF Level : 11 ? Acronym : MSE-P-BS0119

Although advertising is just one promotional option, it is a complex and very visible element of the marketing mix. In focusing on advertising, this course addresses issues relevant to the planning of other promotional activities, while allowing the complexity of advertising evaluation to be considered. Using a mixture of interactive lectures (including two guest lectures), case histories and case studies, the course offers a critical overview of the process and context of advertising planning, theories of advertising effectiveness, and concerns about the social and cultural effects of advertising. Although its focus will be on European and American theories and practice, class discussion will provide opportunities to contrast these perspectives with approaches taken elsewhere. Students are expected to draw on their own experiences of advertising as consumers throughout the course, and to undertake some preparatory reading prior to certain lectures.

Entry Requirements

? Pre-requisites : PGs Only

Subject Areas

Home subject area

Business Studies, (Management School and Economics, Schedule H)

Delivery Information

? Normal year taken : Postgraduate

? Delivery Period : Semester 2 (Blocks 3-4)

? Contact Teaching Time : 2 hour(s) per week for 10 weeks

Summary of Intended Learning Outcomes

The course aims to develop your critical understanding of the advertising planning process, advertising's influence on consumer choice, and its potential social and cultural impact. Specifically, this course is designed to facilitate the following learning outcomes:

Assessment Information

There are two continuous assessment projects, each accounting for 20% of total marks on this course, and the degree examination accounts for 60%. The individual project consists of a case study which allows you to apply planning frameworks and advertising theory to a particular brand and advertising campaign. The group assignment involves the preparation of a presentation and supporting documentation concerning one side of a debate on the social responsibility of advertising. Appendix 3 contains details of the continuous assessment projects. The examination paper will contain six questions reflecting the range of topics on the course; you will be required to answer three questions