Course Title: Advanced Advertising
Part A: Course Overview
Course Title: Advanced Advertising
Credit Points: 12.00
Terms
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:
- Understand definitions and means to measure advertising effects.
- Identify the implications of brand equity in the development of advertising campaigns.
- Define methods for increasing the effectiveness of advertising.
- Apply new concepts for measuring and increasing advertising effectiveness to advertising problems.
- 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.