2012/13 Taught Postgraduate Module Catalogue
LUBS5407M Advertising
15 creditsClass Size: 350
Module manager: Sally Chan
Email: ssyc@lubs.leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2012/13
This module is not approved as an Elective
Objectives
On completion of this module, students should be able to:
- critically evaluate models of communications, theories of how advertising works and branding concepts.
- Demonstrate a critical appreciation of the literature within the field of advertising.
- Demonstrate a sound understanding of the relevant and appropriate applications of contemporary theory in the creative development and planning of advertising strategies and campaigns.
- Recognise the evolving role of advertising within the wider integrated, dynamic and global communications environment.
- Appreciate the role and influence of advertising within society and issues relating to ethics, regulation and control.
Syllabus
Communication models and theory.
Contemporary theories of how advertising works; salience, likeability, involvement.
The role of advertising in supporting brand equity, image and associations.
Advertising effectiveness.
Developing advertising strategies and plans; setting objectives, segmentation and positioning, message strategy and creative processes to achieve attention, comprehension and attitudinal development.
Advertising ethics and regulation. Global advertising strategies.
The integration of advertising and its evolution within a contemporary dynamic communications environment.
Teaching methods
| Delivery type | Number | Length hours | Student hours |
| Lecture | 10 | 2.00 | 20.00 |
| Seminar | 10 | 1.00 | 10.00 |
| Private study hours | 120.00 | ||
| Total Contact hours | 30.00 | ||
| Total hours (100hr per 10 credits) | 150.00 | ||
Private study
8 hours preparatory reading per lecture/seminar40 hours preparatory work for assignment
Opportunities for Formative Feedback
Group presentations during the moduleMethods of assessment
Coursework
| Assessment type | Notes | % of formal assessment |
| Essay or Dissertation | Individual assignment | 100.00 |
| Total percentage (Assessment Coursework) | 100.00 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Reading list
The reading list is available from the Library websiteLast updated: 06/03/2013
Browse Other Catalogues
- Undergraduate module catalogue
- Taught Postgraduate module catalogue
- Undergraduate programme catalogue
- Taught Postgraduate programme catalogue
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