Course coordinator
Dr Nicolas Pontes
Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course provides students with an understanding of advertising and the key opportunities and issues that face this fast-evolving industry, particularly its operation in the context of artificial intelligence, ethics and micro-targeting. The lectures, readings and discussions give an important theoretical framework for your practical, intellectual and creative development in advertising. You will learn how to develop, critique and assess advertising strategy by examining what makes advertising campaigns effective. Other topics in this course include significant global and local advertising campaigns, applying analytics and audience data to strategy development, and industry conversations at the forefront of creative thinking, technology, regulation and ethics, and media strategy. You will also gain practical experience developing advertising strategy via team-based problem-solving and the development of a creative advertising campaign.
This course will cover advertising principles, planning and strategy, and advertising media within an integrated marketing communications framework. Students will apply theoretical and practical knowledge to the development of a creative advertising campaign. Further, students will explore contemporary issues in advertising such as the use of AI and the ethics around advertising campaigns in new media platforms. This course focuses on applying students' knowledge obtained in this course and throughout their major to create a full advertising campaign in response to a client brief.
Course requirements
Assumed background
It is assumed that students will have a basic knowledge of the principles of marketing.
Before attempting this course, students are advised that it is important to complete the appropriate prerequisite course(s) listed on the front of this course profile. No responsibility will be accepted by the School of Business, the Faculty of Business, Economics and Law or The University of Queensland for poor student performance occurring in courses where the appropriate prerequisite(s) has/have not been completed, for any reason whatsoever.
Prerequisites
You'll need to complete the following courses before enrolling in this one:
MKTG1501 and MKTG2501
Incompatible
You can't enrol in this course if you've already completed the following:
ADVT3505
Course contact
Course staff
Lecturer
Dr Nicolas Pontes
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full Name
- Student ID
- Course Code
Aims and outcomes
This course aims to address advertising principles, planning and strategy, and advertising media, within an integrated marketing communications framework. In doing so, students will be able to synthesise their theoretical and practical knowledge in relation to advertising strategy and media.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Understand the key components in managing the advertising function within a firm efficiently and effectively.
LO2.
Apply knowledge of advertising including features, trends and measurement.
LO3.
Critically examine and critique advertising strategy and practice in relation to various industry campaigns.
LO4.
Work with a team to create and pitch a persuasive comprehensive advertising campaign to a professional audience.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | Ad Campaign Analysis | 30% |
30/08/2024 2:00 pm |
| Presentation, Project |
Advertising Campaign Pitch
|
30% |
18/10/2024 |
| Examination |
Final Exam
|
40% |
End of Semester Exam Period 2/11/2024 - 16/11/2024 |
Assessment details
Ad Campaign Analysis
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 30%
- Due date
30/08/2024 2:00 pm
- Learning outcomes
- L01, L02, L03
Task description
This assessment involves the preparation of an ad campaign analysis.
Individually, you are to provide an analysis of the campaign elements for a chosen recent advertisement.
You are to submit a 3 x A4 page (maximum) report that provides an understanding of the product and audience factors underpinning the ad campaign, the strategic approach, and the creative strategy of the advertising campaign. Further details about this task will be available in class and on Blackboard.
As per UQ Assessment Policy, all submissions must be written in English.
Student use of AI in assessment:
This task has been designed to be challenging, authentic, and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.
Submission guidelines
Assignments must be submitted via Blackboard
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Advertising Campaign Pitch
- Team or group-based
- In-person
- Mode
- Product/ Artefact/ Multimedia
- Category
- Presentation, Project
- Weight
- 30%
- Due date
18/10/2024
- Other conditions
- Peer assessed.
- Learning outcomes
- L01, L03, L04
Task description
This assessment is to be completed as a team project and offers you an exciting opportunity to develop a full advertising campaign in response to the client brief. This assessment is to be completed as a team. Each team must formally prepare a presentation [the “Pitch”] for their advertising project findings.
Teams will comprise 5 students, and presentations will be delivered on campus during tutorials of Week 12. The Pitch presentation slides deck will be due for submission on the day of your presentation. The Pitch presentation will be restricted to 15 minutes per team. Presentations must be professional as if you were presenting your solution to the Client. All group members must be present on Pitch day and must speak in the presentation, but not necessarily for the same amount of time.
Detailed assessment guidelines and the marking criteria sheet for this group assessment will be posted on Blackboard and discussed in workshops. The Pitch presentation must be delivered/submitted in English. Please Note: The presentation will be recorded for marking purposes per UQ Policy.
Teamwork
Group members are expected to contribute equally, fulfilling the tasks agreed on early in the semester. If there are disagreements in relation to team members' contributions that cannot be resolved, students must bring the problem to the attention of the Tutor/Lecturer/Course Coordinator as early as possible. Students will be required to complete a Self and Peer Review Evaluation, reflecting on their own and their member's contributions during the development of the group assessment items. Students final individual grades will be determined by the team's project grade and individual results of the Peer evaluations. Further details will be outlined in the assessment guidelines document on Blackboard. Team members who work in good faith will not experience grade adjustments, while individuals who perform below expectations or fail to pull their weight will experience a negative grade adjustment. The Course Coordinator reserves the right to adjust peer evaluations to ensure fairness. Students are advised to be proactive and make expectations of one another clear from the start. Poor communication is often the source of discrepancies. Any problems that arise are expected to be brought to the Course Coordinator's attention well before the assessment submission deadlines.
Student use of AI in assessment:
This task has been designed to be challenging, authentic, and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Pitch presentations will be delivered during tutorials in Week 12. The Pitch presentation slides deck must be uploaded to Blackboard on the day of your the presentation.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Final Exam
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 40%
- Due date
End of Semester Exam Period
2/11/2024 - 16/11/2024
- Other conditions
- Time limited.
- Learning outcomes
- L01, L02, L03
Task description
The exam consists of 20 multiple-choice questions and 2 short-essay questions.
This exam is a closed book, on-campus, paper-based exam invigilated by UQ appointed invigilators.
Further details will be made available on Blackboard closer to the date of the exam.
Student use of AI in assessment:
This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) tools will not be permitted. Any attempted use of Generative AI may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 120 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - no written materials permitted |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Additional learning resources information
Textbooks
A wide variety of textbooks are available from the Library that discuss advertising, promotion and integrated marketing communications.
Journals
- Journal of Consumer Research
- Journal of Advertising
- Journal of Advertising Research
- International Journal of Advertising
- Journal of Marketing
- Journal of Marketing Research
- Harvard Business Review
- Journal of Direct Marketing
- Journal of Retailing
Articles relating to advertising are often found in business publications and business sections of newspapers such as the Australian Financial Review and the Australian. Additional readings may be provided through the semester and made available on the Blackboard course site.
Websites
- Ad News www.adnews.com.au
- Campaign Briefﾠhttps://campaignbrief.com/
- Media Federation of Australiaﾠhttps://www.mediafederation.org.au/
- Advertising Age www.adage.com
- Australian Financial Review www.afr.com.au
- B&T www.bandt.com.au
- Business Review Weekly www.brw.com.au
- Forbes www.forbes.com
- Fortune www.fortune.com
- Advertising World:The Unlitmate Communications Directoryﾠhttp://advertising.utexas.edu/world/
- eMarketerﾠhttp://www.emarketer.com/ereports/welcome.html
Online Databases
- Proquest: Contains abstracts of nearly 1000 U.S. and international academic and trade business publications with the full text of half of the journals available
- Factiva: Includes over 6000 newspapers, trade journals and wire services in full text. Use for articles, industry or company information
- Lexis-Nexis Academic: Search the full text for thousands of local, national and international newspapers, consumer and trade magazines and journals.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Not Timetabled |
No tutorial Week 1 |
Lecture |
Intro to Ad Management How Advertising Works Learning outcomes: L01 |
|
Week 2 |
Tutorial |
Intro to Advertising Management Learning outcomes: L01, L03 |
Lecture |
How Advertising Works Learning outcomes: L01 |
|
Week 3 |
Tutorial |
Advertising Foundations Learning outcomes: L01, L03 |
Lecture |
The Advertising Planning Process Learning outcomes: L01, L02, L03 |
|
Week 4 |
Tutorial |
Advertising Planning Learning outcomes: L01, L02, L03 |
Lecture |
Target Audience Learning outcomes: L02, L03 |
|
Week 5 |
Tutorial |
Target Audience Analysis Learning outcomes: L02, L03 |
Lecture |
Consumer Research and Key Insights Learning outcomes: L01, L02, L03 |
|
Week 6 |
Tutorial |
Consumer Insights Learning outcomes: L01, L02, L03 |
Lecture |
Creative Strategy Learning outcomes: L01, L03 |
|
Week 7 |
Tutorial |
Creative Strategy Learning outcomes: L01, L03 |
Lecture |
Ideation Learning outcomes: L01, L02, L03 |
|
Week 8 |
Tutorial |
Ideation Learning outcomes: L01, L02, L03 |
Lecture |
Media Strategy Learning outcomes: L01, L03 |
|
Week 9 |
Tutorial |
Media Strategy Learning outcomes: L01, L03 |
Lecture |
Social Media Learning outcomes: L01, L03 |
|
Mid Sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 10 |
Tutorial |
Social Media Learning outcomes: L01, L03 |
Lecture |
Brand Positioning Learning outcomes: L01, L03 |
|
Week 11 |
Tutorial |
Brand Positioning King's Birthday Public Holiday - Monday 7 Oct 2024 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L03 |
Lecture |
Ethical and Regulatory Aspects Learning outcomes: L02, L04 |
|
Week 12 |
Tutorial |
Ad Pitch Assessment Learning outcomes: L01, L02, L03, L04 |
Lecture |
Ad Pitch Assessment Learning outcomes: L01, L02, L03, L04 |
|
Week 13 |
Tutorial |
Course Review and Exam Prep Learning outcomes: L01, L03 |
Lecture |
Course Review Learning outcomes: L01, L02, L03 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.