MKW3621

Advertising management (6 points)

(BUS)

Leader: Mr Gary Armstrong

Offered:
Berwick First semester 2003 (Day)
Berwick First semester 2004 (Day)

Synopsis: This unit explores advertising management issues. Topics include: the structure and responsibilities of the advertising industry and its controls. Management of advertising within the agency and within the client and the relationship between these two parties. The issues faced by clients and their agencies in maximising the effectiveness of an advertising budget, including the choice of advertising research techniques, media developments, production and international advertising considerations.

Assessment: Individual assignment (3000 words): 30% + Group assignment (1500 words): 15% + Reflective advertising diary and folder: 10% + Oral presentation and participation: 10% + Examination (2 hours): 35%

Contact Hours: 2-hour lecture and 1-hour tutorial per week

Prerequisites: MKF3461or MKW2211