Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course provides an advanced understanding of various traditional and new media that are used for advertising and compares them in terms of costs, constraints, opportunities and measurement. The course examines current media industry issues including media fragmentation, digital media and convergence, and changing media consumption. Students will apply theoretical and practical knowledge acquired from lectures, workshops and case examples, to the development of a creative advertisement and media plan, and learn to critically examine media placement decisions and campaign strategy.
This course focuses on advertising and media industries with an emphasis on applying key concepts, models and strategies to a specific client campaign project. The course content builds on theory acquired in the previous advertising foundation unit.ﾠAdvertising strategy and planning skills are examined and applied to the selection and use of existing and new media channels. Changing consumer profiles and media fragmentation and convergence are examined, with application to costs, constraints, opportunities and measurement.ﾠ
Through individual and collaborative research, you will apply your theoretical and practical knowledge to the development of aﾠstrategic advertising campaign project (including development of creative content and media plan).ﾠﾠA variety of traditional and new media are examined in relation to establishing integrated advertising campaigns.ﾠThrough practical interactive workshops you will gain experience in examining the effectiveness of advertising campaign strategies, including the selection of the target audience, the consumer insight and creative and media strategies.ﾠThe processes through which advertising campaigns are planned, developed and executed is examined, leading to the construction of an advertising campaign pitch as part of the unit's main assessment piece. Current trends and integrated advertising campaigns are analysed and critiqued, along with examples and issues that arise throughout the semester in news and current affairs, trade news, the internet and popular culture.ﾠ
It is students' responsibility to review the online learning content,ﾠattend seminars/workshops, and consult designated notice boards and websites for correct and up-to-date information regarding the course, including assessment items and submission deadlines. Relying on fellow students to pass on information may result in incorrect information for which the University will not be held responsible.ﾠ
ﾠ
Course requirements
Assumed background
Before attempting this course, you are advised that it is important to complete the appropriate prerequisite course(s) and/or check incompatible courses, as listed on the front of this course profile. No responsibility will be accepted by UQ Business School, the Faculty of Business, Economics and Law or The University of Queensland for poor student performance occurring in courses where the appropriate prerequisite(s) and/or incompatible courses have not been adhered to, for any reason whatsoever.ﾠ
Ideally, students will attempt this course after completing ADVT7512 Media Buying and Planning and ADVT7509 Creative Advertising Development and should enroll in this course in their last semester of their degree.ﾠ
Prerequisites
You'll need to complete the following courses before enrolling in this one:
ADVT7508
Incompatible
You can't enrol in this course if you've already completed the following:
ADVT2510 or MKTG2504 or 7506
Restrictions
Quota: Minimum of 15 enrolments.
Final course in field of study.
Course contact
Course staff
Lecturer
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note:ﾠTeaching staff doﾠnotﾠhave 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 emailﾠbusiness.mytimetable@uq.edu.auﾠfrom your UQ student email account with the following details:
- Full name,
- Student ID, and
- the Course Code
Aims and outcomes
This course introduces students to the field of advertising and its relationship to media industries. The process by which advertising programs are planned, developed and executed will be examined.ﾠ Students will gain exposure to industry practices through developing an advertising campaign project.ﾠ Students work on creative concept development, copywriting, design and production of advertisements and learn to make justified media placement decisions.ﾠ Media used in advertising will be examined and evaluated, against a background of contemporary issues in advertising including audience fragmentation and media convergence.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Evaluate the importance of advertising strategy and planning in generating a successful advertising campaign.
LO2.
Develop a successful advertising strategy by conducting research into consumer insights.
LO3.
Understand the advertising creative process and examine the role of creative strategy in advertising, including various types of appeals that can be used in development and implementation of an advertising message.
LO4.
Gain a deep level of knowledge of the various advertising media available, including features, trends and measurement.
LO5.
Work effectively in teams to create and present an advertising campaign in response to a client brief.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | Consumer Insight Analysis Report | 30% |
6/09/2024 2:00 pm |
| Presentation, Project |
Advertising Campaign Project
|
40% |
14/10/2024 3:00 pm |
| Examination |
Final Exam
|
30% |
End of Semester Exam Period 2/11/2024 - 16/11/2024 |
Assessment details
Consumer Insight Analysis Report
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 30%
- Due date
6/09/2024 2:00 pm
- Learning outcomes
- L01, L02
Task description
An effective advertising strategy requires an understanding of the motivating factors that drive consumers’ behaviours. In order to gain consumer insights, advertising managers frequently embark on a discovery process to understand the client’s brand, its competitors, and the target audience. In this assessment, you are required to undertake research, on a specific product/service (the client brief will be provided to you) and develop the key consumer insight/s and an advertising strategy statement. This is an individual assessment and as such, students should not work with/collaborate with other students in the cohort when working on this written report.
The Consumer Insight Analysis report word count is 1500 words. A step-by-step project guide, including full details of the individual report, will be located in the assessment folder on the unit’s Blackboard site. Please refer to this guide for full details of this individual report. The insights gained from this assessment item will be used/built on, for inclusion in the final group Advertising Campaign project. All submissions must be written in English.
This assessment task evaluates student’s abilities, skills and knowledge without the aid of Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
To 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 Project
- Team or group-based
- Mode
- Oral, Product/ Artefact/ Multimedia
- Category
- Presentation, Project
- Weight
- 40%
- Due date
14/10/2024 3:00 pm
- Other conditions
- Peer assessed.
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
The purpose of this assessment is to provide you with valuable experience in critically analysing advertising issues from both an academic and practitioner viewpoint and identify how they can be utilised by organisations in their communication strategies. 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, each team is required to formally prepare a presentation [the “Pitch”] for their advertising project findings. The insights gained from students' individual Consumer Insight Analysis assessments can be used/built on for inclusion in this group Advertising Campaign project.
Teams will comprise 5 students and presentations will be delivered during tutorials of Week 12 and Week 13. Presentation scheduling will be managed by your tutor in a prior class. The Pitch presentation document will be due for submission on the DUE DATE (regardless of which week your group will present).
The Pitch presentation will be restricted to 15 minutes per team and 5 minutes for Q&A. Presentations need to be of a professional standard as if you were presenting your solution to the Client. All members of the group 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 the online lectures and workshops. The Pitch presentation must be delivered/submitted in English.
SELF AND PEER REVIEW PROCESS
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 Lecturer/Course Coordinator/Teaching Facilitator 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. The team project grade will be derived from the results of the Peer evaluations. Further details will be outlined in the assessment guidelines document on Blackboard. Team members that work in good faith will not experience grade adjustments, while individuals that 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. It is expected that any problems that arise will be brought to the Course Coordinator's attention well before the assessment submission deadlines. Students who enrol late or do not engage with their team early, may be required to complete the task as an individual, or in a smaller team that may be formed of remaining students.
This assessment task evaluates student’s abilities, skills and knowledge without the aid of Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
To 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.
Final Exam
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 30%
- Due date
End of Semester Exam Period
2/11/2024 - 16/11/2024
- Other conditions
- Time limited.
- Learning outcomes
- L01, L03, L04
Task description
Centrally scheduled final examination that will test knowledge of key concepts and views formed during the semester. Further information about the exam format will be provided on the course Blackboard site and in class toward the end of the semester.
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 |
| Materials | Language translation dictionary 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
Library resources are available 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 Consumer Psychology
- Journal of Advertising
- Journal of Advertising Research
- 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 throughout the semester and made available on the Blackboard course site.
WEBSITES
- Ad News www.adnews.com.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 Ultimate Communications Directory http://advertising.utexas.edu/world/
- eMarketer http://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 |
Lecture |
Introduction to Advertising Strategy Course overview, discussion of assessment items, the role of Advertising Strategy Learning outcomes: L01, L02 |
Week 2 |
Tutorial |
Advertising Strategy and Foundations Learning outcomes: L01, L02, L03, L04 |
Lecture |
Advertising Planning and Strategy Learning outcomes: L01, L02, L03 |
|
Week 3 |
Tutorial |
Advertising Planning Learning outcomes: L01, L02, L03 |
Lecture |
Target Audience Analysis Learning outcomes: L01, L02, L03 |
|
Week 4 |
Tutorial |
Target Audience Analysis Learning outcomes: L01, L02, L03 |
Lecture |
Consumer Research and Key Insights Learning outcomes: L01, L02, L03 |
|
Week 5 |
Tutorial |
Consumer Insights Learning outcomes: L01, L02, L03 |
Lecture |
Brand Positioning Learning outcomes: L01, L02, L03 |
|
Week 6 |
Tutorial |
Brand Positioning Learning outcomes: L01, L02, L03 |
Lecture |
The Creative Brief Learning outcomes: L01, L02, L03 |
|
Week 7 |
Tutorial |
The Creative Brief Learning outcomes: L01, L02, L03 |
Lecture |
Creative Strategy Learning outcomes: L01, L02, L03 |
|
Week 8 |
Tutorial |
Creative Strategy Learning outcomes: L01, L02, L03 |
Lecture |
Ideation Mass Media channels Learning outcomes: L01, L02, L03 |
|
Week 9 |
Tutorial |
Ideation Learning outcomes: L01, L02, L03 |
Lecture |
Media Module 1: Mass Media channels Learning outcomes: L01, L02, L03 |
|
Mid Sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 10 |
Tutorial |
Mass Media Learning outcomes: L01, L04 |
Lecture |
Media Module 2 Social Media Learning outcomes: L01, L04 |
|
Week 11 |
Tutorial |
Social Media King's Birthday Public Holiday - No Tutorials Monday 7 October - please attend an alternative tutorial this week only. Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
Controversial Advertising Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 12 |
Tutorial |
Advertising Project Pitch Presentations Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
Project Week (no scheduled lecture) Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 13 |
Lecture |
Course Wrap Learning outcomes: L01, L03, L04 |
Tutorial |
Advertising Project Pitch Presentations Learning outcomes: L01, L02, L03, L04, L05 |
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.