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Curtin University
Courses Handbook 2012

This handbook contains information for courses and units at Curtin in 2012.
Information for current year courses and units is available at Courses Handbook 2011.

12634 (v.3) Advertising (Strategic) 310

Area: School of Marketing
Credits: 25.0
Contact Hours: 3.0
Tuition Patterns: The tuition pattern provides details of the types of classes and their duration. This is to be used as a guide only. Precise information is included in the unit outline.
Lecture: 1 x 1.5 Hours Weekly
Tutorial: 1 x 1.5 Hours Weekly
Prerequisite(s): 12632 (v.4) Advertising (Principles) 211 or any previous version
Syllabus: This is a strategic unit which explores the theories behind and processes involved in developing and implementing integrated marketing communication campaigns. Specifically, students learn about the rationale for selecting a given creative and media strategy as a result of comprehending the linkages with brand positioning, audience processing, semiotics, elaboration likelihood and hierarchy of effect objectives. Student learning of these linkages is enabled through application of these theories to an industry based client where students engage in a hands-on task to develop an advertising plan that consists of analysis and rationale for having selected a given creative and media strategy. Students are able to use their theoretical knowledge to justify and provide rationale for their creative and media recommendations.
Unit references, texts, outcomes and assessment details The most up-to-date information about unit references, texts and outcomes, will be provided in the unit outline.
Field of Education: 080500 Sales and Marketing (Narrow Grouping)
Result Type: Grade/Mark

Availability

Year Location Period Internal Partially Online Internal Area External Central External Fully Online
2012 Bentley Campus Semester 1 Y        
2012 Bentley Campus Semester 2 Y        
2012 Singapore Campus Semester 1 Y        
2012 Singapore Campus Semester 2 Y        
2012 UHK SPACE Admiralty Ctr Summer Semester Y        
2012 UHK SPACE CIDP Semester 1 Y        

Area External refers to external course/units run by the School or Department or offered by research.

Central External refers to external and online course/units run through the Curtin Bentley-based Distance Education Area

Partially Online Internal refers to some (a portion of) learning provided by interacting with or downloading pre-packaged material from the Internet but with regular and ongoing participation with a face-to-face component retained. Excludes partially online internal course/units run through the Curtin Bentley-based Distance Education Area which remain Central External

Fully Online refers to the main (larger portion of) mode of learning provided via Internet interaction (including the downloading of pre-packaged material on the Internet). Excludes online course/units run through the Curtin Bentley-based Distance Education Area which remain Central External