|Prerequisites for Module|
None in addition to course entry requirements or equivalent.
Aims of Module
To provide the student with the ability to evaluate the role, function and structure of the advertising industry within a consumer society.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
Indicative Module Content
Advertising appropriation, budgets, costing and assessment of objectives. Analysis of the different advertising vehicles, above the line and below the line media analysis. Direct response advertising and sales promotion techniques and function. Media characteristics and advertising application. The media planning process and media advertising implementation. Communication Industry stakeholders. The voluntary and legal codes of advertising. Ethical issues. Language; Analysis of advertising signification and relationship to target groups.
|Indicative Student Workload|
Mode of Delivery
This is a lecture based course supplemented with tutorial and seminar sessions. Students are expected to prepare for seminars and contribute to the discussion of the seminar topics. Student centred learning takes the form of directed reading and preparation for seminar work.
Both components consist of courseworks based on case study materials.