Postgraduate Course: Advertising Management (CMSE11098)
Course Outline
School | Business School |
College | College of Humanities and Social Science |
Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
SCQF Credits | 15 |
ECTS Credits | 7.5 |
Summary | 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. |
Course description |
Not entered
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Entry Requirements (not applicable to Visiting Students)
Pre-requisites |
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Co-requisites | |
Prohibited Combinations | |
Other requirements | None |
Information for Visiting Students
Pre-requisites | None |
Course Delivery Information
Not being delivered |
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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Additional Information
Graduate Attributes and Skills |
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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