Postgraduate Course: Advertising Management and Evaluation (BUST11032)
Course Outline
| School |
Business School |
College |
College of Humanities and Social Science |
| Course type |
Standard |
Availability |
Available to all students |
| Credit level (Normal year taken) |
SCQF Level 11 (Postgraduate) |
Credits |
10 |
| Home subject area |
Business Studies |
Other subject area |
None |
| Course website |
None
|
Taught in Gaelic? |
No |
| Course description |
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 |
|
Co-requisites |
|
| Prohibited Combinations |
|
Other requirements |
None
|
| Additional Costs |
None |
Information for Visiting Students
| Pre-requisites |
None |
| Displayed in Visiting Students Prospectus? |
No |
Course Delivery Information
| Not being delivered |
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:
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Assessment Information
| This course will be examined by means of one continuous assessment project accounting for 30% of total marks, and by an examination which accounts for 70% of total marks. |
Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Not entered |
| Transferable skills |
Not entered |
| Reading list |
Not entered |
| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords |
Not entered |
Contacts
| Course organiser |
Dr Stephanie O'Donohoe
Tel: (0131 6)50 3821
Email: S.O'Donohoe@ed.ac.uk |
Course secretary |
Mrs Freda Paterson
Tel: (0131 6)50 8065
Email: f.paterson@ed.ac.uk |
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