12634 (v.3) Advertising (Strategic) 310

Area:	School of Marketing
Credits:	25.0
Contact Hours:	3.0
The tuition pattern below provides details of the types of classes and their duration. This is to be used as a guide only. For more precise information please check your 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 adverting 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.
To ensure that the most up-to-date information about unit references, texts and outcomes appears, they will be provided in your unit outline prior to commencement.
Field of Education:	080500 Sales and Marketing (Narrow Grouping)
SOLT (Online) Definitions*:	Informational *Extent to which this unit or thesis utilises online information
Result Type:	Grade/Mark

Availability

Year	Location	Period	Internal
2010	Bentley Campus	Semester 1	Y
2010	Bentley Campus	Semester 2	Y
2010	UHK SPACE CIDP	Trimester 1A	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