Rationale

The course will give students an overview of the key advertising principles and will enable them to understand the theoretical knowledge underlying advertising practice. It will also introduce students to the ways that key advertising principles can be applied in practice, by enabling them to understand the importance and role of advertising in the overall marketing strategy. In addition, the course aims to equip the students with all the necessary skills to be able to design advertising campaigns.

Learning outcomes

At the end of the course students will be expected to:
(i)    Examine the importance and role of advertising in the marketing strategy.
(ii)   Appraise the important role advertising plays in an organisation to market its product, service or ideas to its customers.
(iii)  Examine the role of the advertising agency.
(iv)  Study the role of the advertising agency as the most significant company in the development of advertising.
(v)   Appreciate the nature and use of media (television, radio, newspapers, magazines, and out-of-home) in the advertising campaign.
(vi)  Determine the various methods of message delivery available to marketers, the advantages and disadvantages of each type of media as communication methods, as well as the key considerations in making media decisions and develop media strategies.
(vii) Design an advertising campaign which is a set of interrelated and coordinated marketing communication activities that center on a single theme or idea that appears in different media across a specified time period.
(viii) Develop an advertisement plan.