Course Title: Advanced Advertising

Part A: Course Overview

Course Title: Advanced Advertising

Credit Points: 12


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1180

City Campus

Postgraduate

335H Applied Communication

Face-to-Face

Sem 2 2006,
Sem 2 2007,
Sem 2 2008,
Sem 2 2009

MKTG1180

City Campus

Postgraduate

345H Media and Communication

Face-to-Face

Sem 2 2010

MKTG1230

City Campus

Undergraduate

335H Applied Communication

Face-to-Face

Sem 2 2009

Course Coordinator: Bradley Wilson

Course Coordinator Phone: +61 3 9925 3861

Course Coordinator Email:brad.wilson@rmit.edu.au

Course Coordinator Location: Building 9, Level 5, Room 20

Course Coordinator Availability: Email for an appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

None. It is helpful to have a keen interest in communication and consumer behaviour.


Course Description

Since its inception, advertising has been a competitive industry. This course explores key academic research outputs which are, as we speak, redefining concepts of effectiveness in advertising communication. Emphasis is given to the study and application of these outputs in the process of building and redeveloping brand identity and corporate communication. New procedures for measuring brand value and advertising responses are critically looked at to exemplify the ways in which research outputs can help brands acquire a competitive edge. This course makes explicit the links between academic research and industry practices, the advantages of collaboration, and future opportunities between these two.


Objectives/Learning Outcomes/Capability Development

On completion of this course you will have been able to:

  1. Understand definitions and means to measure advertising effects.
  2. Identify the implications of brand equity in the development of advertising campaigns.
  3. Define methods for increasing the effectiveness of advertising.
  4. Apply new concepts for measuring and increasing advertising effectiveness to advertising problems.
  5. Develop a capability to critically analyse changes in advertising practices according to notions of brand equity, measurement and effectiveness.




Overview of Learning Activities

Seminars and workshops will outline topics in this course. Case studies will be used as examples for understanding theory-building, and its practical application.


Overview of Learning Resources

These will be lecture notes, prescribed readings. Additional resources will be available through RMIT online learning hub.


Overview of Assessment

Seminar participation, written paper and a case study test.
An oral presentation may be required.