advt7508@business.uq.edu.au
Dr Anne-Maree O'Rourke
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
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.
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
Course coordinator
Dr Anne-Maree O'Rourke
Lecturer
Dr Anne-Maree O'Rourke
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, and
- the Course Code
Aims and outcomes
This course aims to give students an overview of the advertising and media industries. Itﾠfocuses 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 ofﾠadvertisers (firms and organisations investing in advertising),ﾠadvertising agencies,ﾠand the commercial media and telecommunications industries.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Demonstrate understanding of the way different media are used in advertising and explain why particular media and combinations of media are used in advertising campaigns.
LO2.
Identify different kinds of advertising and advertising messages, and the reason why they are used (or not) in campaigns.
LO3.
Demonstrate understanding of what makes advertising effective, including metrics and tactics for measuring effectiveness.
LO4.
Develop practical skills in creative strategy in advertising, examining various creative approaches, appeals and executions used by advertisers.
LO5.
Develop competencies in the areas of creativity and written communication.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Essay/ Critique | Ad Critique | 40% |
13/09/2024 3:00 pm |
| Paper/ Report/ Annotation, Presentation | Creative Brief and Pitch Presentation | 60% (Brief 40%; Presentation 20%) |
25/10/2024 3:00 pm |
Assessment details
Ad Critique
- Mode
- Written
- Category
- Essay/ Critique
- Weight
- 40%
- Due date
13/09/2024 3:00 pm
- Learning outcomes
- L03, L04, L05
Task description
This assessment involves the preparation of an ad critique. Individually, you are to choose a recent advertisement (in English, targeted to Australians) and provide a brief overview of the components of chosen ad, and a critique of the effectiveness of the ad. Submission is a 4 x A4 page (maximum) report. Further details about this task will be available in class and on Blackboard.
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). You 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
The ad critique must be submitted electronically to 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.
Creative Brief and Pitch Presentation
- Mode
- Oral, Product/ Artefact/ Multimedia, Written
- Category
- Paper/ Report/ Annotation, Presentation
- Weight
- 60% (Brief 40%; Presentation 20%)
- Due date
25/10/2024 3:00 pm
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
This assessment involves the preparation of a creative brief for a selected client AND a (recorded) pitch presentation.
Individually, you are to choose a client and develop a creative brief for the selected client. Further details about this task will be made available in class and on Blackboard.
The assessment has two components:
- Creative brief (40%). In report format, propose the core components of a creative brief for the selected client (maximum 4 x A4 pages).
- Pitch presentation (20%). Prepare a 5 minute recorded presentation that outlines the core components of the creative brief in a pitch format. Please follow the submission guidelines on Blackboard for the recorded pitch carefully to ensure the assignment is submitted and can be marked.
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). You 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
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.
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.
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.
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
- 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 Directory http://advertising.utexas.edu/world/
- eMarketer http://www.emarketer.com/ereports/welcome.html
- http://www.mediascope.com.au
- http://www.mumbrella.com.au
- http://www.campaignbrief.com/
- Media Federation Australia: http://www.mfa.com.auﾠ - see learning resources.
- www.campaignbrief.com
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 Pre-recorded lecture mode Learning outcomes: L01, L02, L03 |
Week 2 |
Lecture |
The Communication Process Pre-recorded lecture mode Learning outcomes: L01, L02, L03 |
Tutorial |
Introduction to Advertising Learning outcomes: L01, L02, L03 |
|
Week 3 |
Lecture |
Consumer Behaviour and Empowerment Pre-recorded lecture mode Learning outcomes: L01, L02, L03 |
Tutorial |
The Communication Process Learning outcomes: L01, L02, L03 |
|
Week 4 |
Lecture |
Consumer Insight and Strategy Pre-recorded lecture mode Learning outcomes: L01, L02, L03 |
Tutorial |
Consumer Behaviour and Empowerment Learning outcomes: L01, L02, L03 |
|
Week 5 |
Lecture |
Creative Strategy Pre-recorded lecture mode Learning outcomes: L01, L02, L03 |
Tutorial |
Consumer Insight and Strategy Learning outcomes: L01, L02, L03 |
|
Week 6 |
Lecture |
Media Strategy and Planning Pre-recorded lecture mode Learning outcomes: L01, L02, L03 |
Tutorial |
Creative Strategy Learning outcomes: L01, L02, L03 |
|
Week 7 |
Lecture |
Media Strategy and Selection Pre-recorded lecture mode Learning outcomes: L01, L02, L03 |
Tutorial |
Media Strategy and Planning Learning outcomes: L01, L02, L03 |
|
Week 8 |
Lecture |
Advertising Analytics Pre-recorded lecture mode Learning outcomes: L01, L02, L03 |
Tutorial |
Media Strategy and Selection Learning outcomes: L01, L02, L03 |
|
Week 9 |
Lecture |
A2 (Creative Brief + Pitch Presentation) Workshop LIVE Zoom lecture mode Learning outcomes: L01, L02, L03 |
Tutorial |
Advertising Analytics Learning outcomes: L01, L02, L03 |
|
Mid Sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 10 |
Lecture |
Social, Ethical and Regulatory Aspects Pre-recorded lecture mode Learning outcomes: L02, L03 |
Tutorial |
Sustainability & Issues for Advertising Learning outcomes: L01, L02, L03 |
|
Week 11 |
Lecture |
Measuring Program Effectiveness Pre-recorded lecture mode. Lecture will be uploaded at timetabled time regardless of public holiday. Learning outcomes: L04 |
Tutorial |
Social, Ethical and Regulatory Aspects Monday tutorials - Classes will not go ahead on the public holiday. See blackboard (Ultra) announcement for alternatives Learning outcomes: L02, L03 |
|
Week 12 |
Lecture |
Industry Guest Lecturer LIVE Zoom Lecture mode Learning outcomes: L04 |
Tutorial |
Measuring Program Effectiveness Learning outcomes: L01, L02, L03 |
|
Week 13 |
Lecture |
Selling Your Work + Course Review Pre-recorded lecture mode Learning outcomes: L01, L02, L03, L04, L05 |
Tutorial |
Drop-in for Final Assessment Attendance is OPTIONAL. Tutorials will be used as a drop-in opportunity to seek final guidance for the Creative Pitch & Brief from your tutor. |
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
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.