2019/20 Taught Postgraduate Module Catalogue

LUBS5407M Advertising

15 creditsClass Size: 350

Module manager: Sally Chan
Email: S.S.Y.Chan@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2019/20

This module is not approved as an Elective

Objectives

The module aims to provide student with knowledge of advertising planning as a key element of the marketing communications arena from a theoretical and practitioner perspective. It will introduce the theories and practices of advertising, advertising planning and message strategies and give students the opportunity to explore ad literacy, ethical advertising and ad evaluation in contemporary advertising practice.

Learning outcomes
Upon completion of this module students will be able to:
- Critically evaluate models of advertising, theories and perspectives of how advertising works
- Identify and differentiate between a variety of relevant advertising concepts for use in ad planning for a variety of campaigns
- Evaluate and explain the role of advertising ethics for the profession and its impact on global communities
- Critically assess the issue of relevance in global advertising campaigns

Skills outcomes
Upon completion of this module students will be able to:
Transferable
- brainstorm creatively as part of a team

Subject specific
- produce an advertising plan, a print advert and write a radio script
- practice creative ad development
- pitch creative concepts and defend work within an agency setting

Syllabus

Indicative content

Evolution and role of advertising
Ad literacy, Ad models and perspectives
Ad Planning & Consumer Insight
Message Design – art direction and copy
Ad creativity and creative planning
Print, Radio and TV Ad production
Ad evaluation
Working in an agency & Ad conflicts
Ad ethics
International advertising
Digital advertising
Key learning is developed through team pitching and creative concept development within an advertising 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/seminar
40 hours preparatory work for assignment

Opportunities for Formative Feedback

Group presentations during the module

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Assignment	Individual 3000 word assignment	100.00
Total percentage (Assessment Coursework)		100.00

The resit for this module will be 100% by 3,000 words coursework

Reading list

The reading list is available from the Library website

Last updated: 12/12/2018 10:48:53

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