Undergraduate Course: Advertising: Theories and Practice (BUST10014)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 10 (Year 4 Undergraduate) |
Availability | Available to all students |
| SCQF Credits | 20 |
ECTS Credits | 10 |
| Summary | Advertising 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.
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| Course description |
Not entered
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
Students MUST have passed:
Marketing (BUST08004)
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Information for Visiting Students
| Pre-requisites |
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. |
Course Delivery Information
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| Academic year 2014/15, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 2 |
Timetable |
Timetable |
| 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 )
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| Assessment (Further Info) |
Written Exam
70 %,
Coursework
30 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
Group project (of up to 5,000 words) accounting for 30% Degree exam 70% |
| Feedback |
Not entered |
| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
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| Main Exam Diet S2 (April/May) | | 2:00 | |
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
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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
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Additional Information
| Graduate Attributes and Skills |
Not entered |
| Keywords | ATP |
Contacts
| Course organiser | Dr Stephanie O'Donohoe
Tel: (0131 6)50 3821
Email: S.O'Donohoe@ed.ac.uk |
Course secretary | Miss Anastasia Fliatoura
Tel: (0131 6)50 3826
Email: Anastasia.Fliatoura@ed.ac.uk |
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