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DEGREE REGULATIONS & PROGRAMMES OF STUDY 2011/2012
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DRPS : Course Catalogue : Business School : Business Studies

Postgraduate Course: Advertising Management and Evaluation (BUST11032)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Course typeStandard AvailabilityAvailable to all students
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) Credits10
Home subject areaBusiness Studies Other subject areaNone
Course website None Taught in Gaelic?No
Course descriptionAlthough 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 (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Additional Costs None
Information for Visiting Students
Pre-requisitesNone
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:

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
KeywordsNot entered
Contacts
Course organiserDr Stephanie O'Donohoe
Tel: (0131 6)50 3821
Email: S.O'Donohoe@ed.ac.uk
Course secretaryMrs Freda Paterson
Tel: (0131 6)50 8065
Email: f.paterson@ed.ac.uk
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