Archive for reference only

University Homepage
DRPS Homepage
DRPS Search
DRPS Contact
DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Advertising: Theories and Practice (BUST10014)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Course typeStandard AvailabilityAvailable to all students
Credit level (Normal year taken)SCQF Level 10 (Year 4 Undergraduate) Credits20
Home subject areaBusiness Studies Other subject areaNone
Course website None Taught in Gaelic?No
Course descriptionAdvertising is a highly visible and pervasive marketing communications tool, with effects which have been considered from a range of perspectives. This course enables students to develop a critical understanding of advertising from the perspective of advertising planners, consumers and critics.

The course is divided into four sections: Advertising in Context, Advertising Planning, Models of Advertising Effectiveness, and Social/Cultural Effects of Advertising. The continuous assessment project provides students with an opportunity to work in groups, researching a particular advertising campaign and analysing it in terms of theoretical frameworks presented in the course.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing (BUST08004)
Prohibited Combinations Other requirements None
Additional Costs None
Information for Visiting Students
Visiting students should have at least 3 Business Studies courses (including at least one Marketing course) at grade B or above (or be predicted to obtain this). We will only consider University/College level courses.
Displayed in Visiting Students Prospectus?Yes
Course Delivery Information
Delivery period: 2013/14 Semester 2, Available to all students (SV1) Learn enabled:  Yes Quota:  None
Web Timetable Web Timetable
Course Start Date 13/01/2014
Breakdown of Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 20, Summative Assessment Hours 2, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 174 )
Additional Notes
Breakdown of Assessment Methods (Further Info) Written Exam 70 %, Coursework 30 %, Practical Exam 0 %
Exam Information
Exam Diet Paper Name Hours & Minutes
Main Exam Diet S2 (April/May)2:00
Summary of Intended Learning Outcomes
Subject specific skills:

1. explain the structure of the advertising industry
2. offer a critical account of the process and context of advertising development, informed by both practitioner and academic literature on advertising
3. evaluate advertising effects from different managerial and critical perspectives
4. demonstrate a critical appreciation of particular advertisements as examples of persuasive communication
5. locate and use appropriate advertising resources (traditional and on-line) to research particular issues

Knowledge and Understanding

- explain the roles which advertising can play in the contemporary marketing mix and marketing environment
- describe the process of advertising planning and the context in which it is undertaken
- explain different theories and models with respect to advertising effectiveness
- describe key concerns which have been raised concerning advertising's role in society, together with the advertising industry's response to such concerns
- describe the British approach to advertising regulation

Cognitive Skills

1. assess sources of tension within agencies and between agencies and clients
2. analyse how different approaches to positioning, creative work, media and advertising research may influence advertising effectiveness
3. compare and contrast different theories and models of advertising effectiveness
4. critically evaluate competing arguments concerning the role of advertising in society
5. assess the strengths and weaknesses of different approaches to advertising regulation
6. relate advertising theories, models and debates to particular examples of advertisements
Assessment Information
Group project (of up to 5,000 words) accounting for 30% Degree exam 70%
Special Arrangements
Additional Information
Academic description Not entered
Syllabus Not entered
Transferable skills Not entered
Reading list Key text
Semenik, R., Allan, C., O'Guinn, T. and Kaufmann, H. (2012) Advertising and promotions: an integrated brand approach, International edition, Sourth-Western/Cengage Learning
Study Abroad Not entered
Study Pattern Not entered
Course organiserDr Stephanie O'Donohoe
Tel: (0131 6)50 3821
Email: S.O'
Course secretaryMiss Carolyn Alexander
Tel: (0131 6)50 3826
Help & Information
Search DPTs and Courses
Degree Programmes
Browse DPTs
Humanities and Social Science
Science and Engineering
Medicine and Veterinary Medicine
Other Information
Combined Course Timetable
Important Information
© Copyright 2013 The University of Edinburgh - 13 January 2014 3:36 am