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
