Fundamentals of Advertising (ADVT7508)

Course overview

The advertising and media industry plays a significant role in developed and an increasingly significant role in emerging economies. This course introduces students to the fundamentals of advertising, including the business of advertising, the history and structure of the industry, and the role of regulatory frameworks. There is a particular emphasis on developing a practical knowledge of advertising, including the process of developing advertising strategies and the evaluation of strategy effectiveness. Guest speakers from the advertising industry will share various stakeholder perspectives, and their views on the defining characteristics of successful campaigns.

This course is designed to introduce you to the field of advertising and promotion. The focus is on the business of advertising, as well as advertising's central role in media and communications in both private and public domains. We will be looking at the field from an integrated marketing communications perspective, examining how advertising fits within broader strategic marketing and communication strategies.

Practical workshop activities enable students to gain an understanding of the "nuts and bolts" of advertising and its place within communicative, management, institutional and marketing contexts. The development of an advertising campaign brief requires an understanding of the overall marketing process, how to identify and develop strategies to connect with consumer segments, methods and theories of communication and engagement, and campaign planning and impact measurement.

The processes through which advertising programs are planned, developed and executed is examined. The advertising environment is discussed, including the regulatory, social and economic factors that influence campaign strategy. Some advertisements and current trends are discussed, along with examples and issues that arise throughout the semester in news and current affairs, trade news, the internet and popular culture.

You will also gain practical exposure to the industry through application activities in the workshops, and assessment tasks.

Sustainable Development Goals - UQ Business School is a proud supporter and Advanced Signatory of the United Nations Principles for Responsible Management Education (UN PRME). As part of the largest global collaboration between business schools and the UN, the school emphasises its role in empowering students to drive societal transformation through the Sustainable Development Goals. The SDGs highlight that a thriving economy relies on a healthy environment, aiming to balance economic growth, social well-being, and environmental protection for a sustainable future.

Course requirements

Assumed background

Before attempting this course, students 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 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) and/or incompatible courses have not been adhered to, for any reason whatsoever.

Recommended companion or co-requisite courses

We recommend completing the following courses at the same time:

MKTG7501

Incompatible

You can't enrol in this course if you've already completed the following:

ADVT2509 or MKTG3502 or 7508

Restrictions

Quota: Minimum of 15 enrolments

Course contact

Course staff

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 give students an overview of the advertising and media industries. It focuses on the planning and production of advertising and aims to provide students with an understanding of how advertising fits into the broader context of the business operations of advertisers (firms and organisations investing in advertising), advertising agencies, and the commercial media and telecommunications industries.

Learning outcomes

After successfully completing this course you should be able to:

Assessment

Assessment summary

Assessment details

Ad Critique

Mode

Written

Category

Essay/ Critique

Weight

40%

Due date

17/04/2025 3:00 pm

Learning outcomes

L03, L04, L05

Task description

Submission guidelines

The ad critique must be submitted electronically to Ultra (Blackboard) by the due date.

Deferral or extension

You may be able to apply for an extension.

Extension applications are accepted on or before the assessment item's due date and time. These requests are handled centrally and not by the ADVT7508 teaching team.

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.

Creative Brief and Pitch Presentation

Mode

Product/ Artefact/ Multimedia, Written

Category

Paper/ Report/ Annotation, Presentation

Weight

60% (Brief 40%; Presentation 20%)

Due date

30/05/2025 3:00 pm

Learning outcomes

L01, L02, L03, L04, L05

Task description

Submission guidelines

The creative brief and pitch presentation should be submitted electronically on Blackboard (Ultra) by the due date.

Deferral or extension

You may be able to apply for an extension.

Extension applications are accepted on or before the assessment item's due date and time. These requests are handled centrally and not by the ADVT7508 teaching team.

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.

Course grading

Full criteria for each grade is available in the Assessment Procedure.

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.

Learning activities

The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.

Additional learning activity information

Sustainable Development Goals

This course integrates the following Sustainable Development Goals (SDGs) through lectures and assessment.

Goal 3: Good health and well-being

Goal 8: Decent work and economic growth

Goal 12: Responsible consumption and production

Goal 13: Climate action

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.