Advertising Management (IBEM) (P02226)

? Credit Points : 20 ? SCQF Level : 11 ? Acronym : MSE-P-P02226

The course aims to develop students' understanding of advertising as an important element in the marketing mix, of how the advertising planning process is managed, and the environmental and ethical issues affecting decision-making in this area.

Entry Requirements

none

Subject Areas

Home subject area

Common Courses (Management School and Economics), (Management School and Economics, Schedule H)

Delivery Information

? Normal year taken : Postgraduate

? Delivery Period : Not being delivered

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

All of the following classes

Type	Day	Start	End	Area
Lecture	Thursday	11:10	13:00	Central

Summary of Intended Learning Outcomes

Knowledge and understanding
On completion of this course, students should be able to

- explain the roles which advertising can play in the contemporary marketing mix and marketing environment
- explain the process of advertising planning
- describe the contemporary context in which it is undertaken and the challenges which this poses for advertising agencies
- explain different theories of advertising effectiveness
- describe a range of concerns about advertising's role in society and outline the industry's typical response to those concerns

Cognitive/analytical skills
On completion of this course, students should be able to

- analyse how different approaches to positioning, media, creative work and advertising research may influence advertising effectiveness
- analyse advertising situations and examples using theoretical frameworks presented in the course
- compare, contrast and apply different theories and models of advertising effectiveness
- compare, contrast and reflect on different perspectives on advertising's role in society

Subject-specific skills
On completion of this course, students should be able to
- explain the structure of the advertising industry, the main functions and relationships within it, and current developments within the industry
- offer a critical account of the process and context of advertising development, informed by both practitioner and academic literature on advertising
- identify and evaluate alternative advertising and promotional strategies in light of an organisation's marketing environment, objectives, and target markets.
- evaluate advertising effects from different managerial and critical perspectives
- locate and use appropriate advertising resources (traditional and on-line) to research particular issues concerning advertising theories and practices

Assessment Information

Group continuous assessment project: Information on the group assignment will be handed out in class: 20%,
Individual continuous reading (see below) and assessment: 30%,
Examination: 50