Undergraduate - UnitMKX3621 - Advertising management

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

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Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Berwick First semester 2013 (Day) Caulfield First semester 2013 (Day)
Coordinator(s)	Ms Jiemiao Chen

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.

Outcomes

The learning goals associated with this unit are to:

explain the advertising management process within a client organisation, media group or an advertising agency
formulate an appropriate approach for the selection, evaluation, briefing and remuneration of an advertising agency
explain the various relationships within the agency/client/media roles
critically evaluate creative concepts and executions
critically assess ideas associated with advertising management issues.

Assessment

Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Ms Jiemiao Chen

Contact hours

3 hours per week

Prerequisites

Students must have passed one of the following: MKF3461, MKW2211, MKG2460, MKW2460, MKW3461, or MKC3460 before undertaking this unit.