Module Database Search

Module Title
Advertising Communication
Reference BS2247 Version 6
Created February 2017 SCQF Level SCQF 8
Approved July 2013 SCQF Points 15
Amended June 2017 ECTS Points 7.5

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:
1 Identify and locate the process of advertising communication within a social and economic context.
2 Evaluate the roles and function of advertising within the mass media industry.
3 Analyse the social and ethical debates relating to the role and function of the advertising industry.
4 Evaluate the stages in the strategic corporate campaign planning process.
5 Analyse the semiotics of advertising.

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.

Module 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.

Indicative Student Workload Full Time Part Time
Contact Hours 33 33
Non-Contact Hours 117 117
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 150
Actual Placement hours for professional, statutory or regulatory body    

If a major/minor model is used and box is ticked, % weightings below are indicative only [for the purposes of the Key Information Set (KIS)]
Component 1
Type: Examination Weighting: 100% Outcomes Assessed: 1, 2, 3, 4, 5

Explanatory Text
The module is assessed by one component: C1 - Examination - 100% weighting. Module Pass Mark = Grade D (40%)
Module Grade Minimum Requirements to achieve Module Grade:
A 70% or above
B 60% - 69%
C 50% - 59%
D 40% - 49%
E 35% - 39%
F 0% - 34%
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None in addition to course entry requirements or equivalent.
Corequisites for module None.
Precluded Modules None.

1 FILL, C., 2011. Essentials of marketing communications. Harlow: Financial Times Prentice Hall.
2 FILL, C., 2006. Simply marketing communications. Harlow: Financial Times Prentice Hall.
3 HACKLEY, C.E., 2010. Advertising and promotion: an integrated marketing communications approach. 2nd ed. London: Sage.
4 YESHIN, T., 2006. Advertising. London: Thompson Learning.


Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781