Postgraduate Course: Advertising Management (CMSE11023)
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 |
Common Courses (Management School) |
Other subject area |
None |
| Course website |
None |
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| Course description |
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
| Pre-requisites |
|
Co-requisites |
|
| Prohibited Combinations |
|
Other requirements |
None
|
| Additional Costs |
None |
Course Delivery Information
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
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Assessment Information
Group continuous assessment project: 30%, due final week of course
Examination: 70% (date to be confirmed)
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| Please see Visiting Student Prospectus website for Visiting Student Assessment information |
Special Arrangements
| Not entered |
Contacts
| Course organiser |
Dr Stephanie O'Donohoe
Tel: (0131 6)50 3821
Email: S.O'Donohoe@ed.ac.uk |
Course secretary |
Ms Eileen Robinson
Tel: (0131 6)51 3028
Email: eileen.robinson@ed.ac.uk |
|
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1 September 2010 5:45 am
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