This unit entry is for students who completed this unit in 2016 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.

MKF3621 - Advertising management and campaigns

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Dr Elizabeth Snuggs

Offered

Caulfield

Second semester 2016 (Day)

Synopsis

Do you want to understand the strategic and creative thinking needed to develop successful advertising like the memorable 'Happy Little Vegemite' campaign and Metro's viral sensation, 'Dumb Ways to Die'? If so, this unit is for you! In Advertising Management and Campaigns, students will utilise concepts of synergy and integration to design and execute a real world strategic advertising campaign, putting theory into practice. Students also walk away with in-depth knowledge of the advertising industry and the relationships that exist within. With a priority on industry engagement, students will gain the skills and knowledge to confidently begin a career in the advertising industry.

Outcomes

The learning objectives of this unit are to:

investigate the importance of synergy and integration within the advertising industry, in particular, the process and relationships between the client and its various agencies

analyse the effectiveness of strategic advertising campaigns to determine industry best practice

design and execute a strategic advertising campaign, integrating market research, media planning, and creative resources based on a brief from industry

apply the pitch process to present a persuasive advertising campaign to a professional client

Assessment

Within semester assessment: 100%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.