Postgraduate Course: Advertising Management (CMSE11098)
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 | 15 |
| Home subject area | Common Courses (Management School) |
Other subject area | None |
| Course website |
None |
Taught in Gaelic? | No |
| Course description | Advertising is a pervasive presence in developed and developing economies, and an important, evolving part of organisations' marketing activities and integrated marketing communications programmes. The course aims to develop your understanding of advertising as an element of marketing communications, of how the advertising planning process is managed, and the various factors affecting decision-making in this area. |
Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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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
Building block skills
On completion of the course you 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.
Intellectual skills and personal development
Cognitive Skills:
On completion of the course you 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.
Key Skills:
Completing this course should assist you in:
- communicating and exchanging ideas, in both large and small group settings.
- employing analytical and problem-solving skills.
- negotiating your own and others' contribution to an assessed project, in terms of the material to be covered, the approach to be adopted, and the form of the final written document.
- Planning, organising and prioritising work effectively to meet course requirements.
- Identifying and making effective use of advertising information resources.
- reflecting on your own values with respect to ethical practice.
Subject Specific Skills:
On completion of this course, you 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/communications planning, 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
30% group project (25% for project, and 5% peer assessment component)
70% examination (two hour examination, summer diet, answer two questions from six)
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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 | Ms Caroline Leburn
Tel: (0131 6)51 3854
Email: Caroline.Leburn@ed.ac.uk |
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