Strategy and Marketing

Advertising and Media Planning

Module code: N1661
Level 6
15 credits in spring semester
Teaching method: Lecture, Workshop
Assessment modes: Computer based exam, Coursework

Building on prior knowledge of marketing management, marketing communications and building brands, this module will take a deeper look at advertising as a tool for achieving marketing objectives, exploring the specific role that advertising can fulfil within an organisation and how this is evolving.

Drawing comparisons between academic and practitioner theory in advertising, we will investigate the function of as well as the interplay between the key players involved from brief to launch:

• the client
• the advertising agency
• the media-buying agency.

In this way, the module is a largely practical-based course, focused on advertising development and creation.

Module learning outcomes

• Critically examine the evolving role of advertising as a tool within the marketing objectives and values of an organisation
• Critically assess academic and practitioner theories of advertising
• Demonstrate an understanding of the importance of effective briefing and be able to identify and articulate the key elements that are required to inspire appropriate creative responses to a marketing problem
• Demonstrate an understanding of the role, function and considerations of the key players involved in advertising development