Course Title: Advertising Strategy Planning
Part A: Course Overview
Course Title: Advertising Strategy Planning
Credit Points: 12.00
Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
MKTG1186 |
City Campus |
Postgraduate |
335H Applied Communication |
Face-to-Face |
Sem 1 2006, Sem 2 2006, Sem 1 2007, Sem 2 2007, Sem 1 2008, Sem 2 2008, Sem 1 2009, Sem 2 2009 |
MKTG1186 |
City Campus |
Postgraduate |
345H Media and Communication |
Face-to-Face |
Sem 1 2010, Sem 2 2010, Sem 1 2011, Sem 2 2011 |
Course Coordinator: Dr Emsie Arnoldi
Course Coordinator Phone: +61 3 9925 3623
Course Coordinator Email: emsie.arnoldi@rmit.edu.au
Course Coordinator Availability: Email for an appointment
Pre-requisite Courses and Assumed Knowledge and Capabilities
None
Course Description
The effectiveness of advertising depends, to a large extent, on the capability of advertising agencies to plan advertising campaigns. This courses’ purpose is to examine the theories underlying the practice of strategic planning within advertising agencies and independent consultancies. It identifies the role of the account planner and the nature of his/her relationship with agency co-workers and clients, giving an overview of processes, procedures and ideologies to effectively handle advertising accounts. Importantly, this course provides the necessary tools used by planners to conduct research, and the necessary skills to transform market and audience research, and qualitative and quantitative research, into strategic proposals. This is a required course in the Graduate Diploma and Master of Advertising program.
Objectives/Learning Outcomes/Capability Development
On successful completion of this course, you will be able to:
- Conduct and use research, critically evaluating its significance for decision-making within the advertising strategy development process
- Solve advertising and marketing communications problems for successful outcomes.
- Formulate advertising creative briefs based on various planning approaches.
- Develop a critical understanding of effectively working with the client and creative professionals in the development of advertising strategies.
Lectures will explore the application of advertising theory, through Account/Strategy Planning processes to achieve brand equity objectives, client satisfaction and identifiable outcomes.
The roles of research, both qualitative and quantitative, will be examined in terms of how they apply to the advertising strategy development process.
Lectures will also introduce the essential readings in textbooks and articles in scholarly journals and reflect on how these references can be used to develop real-life strategic development outcomes.
Tutorials will offer a case method based approach where you will interogate real world examples and develop ideas and recommendations as to appropriate strategic responses.
Overview of Learning Activities
Lectures, Presentations and Discussions.
Overview of Learning Resources
Recommended texts and suggested readings will be advised in class in Week 1
Overview of Assessment
Assessment in this course will consist of a three assignments, which will require demonstrations of critical thinking and practical application of theories.