Authorised by Academic Registrar, April 1996
Objectives On successful completion of this subject the student will be able to have a complete theoretical understanding of the practices of modern advertising, including objective-setting and complete strategic development, with particular emphasis on positioning, concept-development and creative strategy; fully appreciate and understand the role which sales promotion, direct marketing and public relations play in the integrated marketing communication process.
Synopsis This subject in first semester gives graphic design students a complete theoretical understanding of the practices of modern advertising including objective-setting and complete strategic development, with particular emphasis on positioning, concept development and creative strategy. In second semester, the students develop a strong appreciation and understanding of the role that sales promotion, direct marketing and public relations play in the integrated marketing communication process.
Assessment Case studies: 50% + Final written paper: 50%