2023/24 Taught Postgraduate Module Catalogue

LUBS5428M Advertising and Media Planning

15 creditsClass Size: 400

Module manager: Sally Chan
Email: s.s.y.chan@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2023/24

Module replaces

LUBS5407M - AdvertisingLUBS5426M - Media Planning and Strategy

This module is not approved as an Elective

Module summary

The module combines creative advertising approaches with media planning to enable students to acquire relevant practical skills to work in contemporary advertising and marketing industries. Learning is achieved through a combination of lectures, seminars and practical workshops to integrate theoretical aspects of the course with creative practical applications through ‘live’ agency briefs. These activities will be supplemented with archival research, class discussions, advertising and media critique.

Objectives

This module aims to provide students with knowledge of creative advertising and media planning as key elements of the marketing communications arena from a theoretical and practitioner perspective. It will introduce the importance of the theories and practices of advertising and media, planning, message and media strategies. Students will have the opportunity to explore advertising history, literacy, diversity and evaluation in contemporary advertising practice. It will also address dynamic changes across the media landscape, with practical implications for advertising / media organisations. The module will also consider sustainability and its importance in all aspects of the creative industry.

Learning outcomes
Upon completion of this module, students will be able to:
1. Recognise the influence of advertising history and contexts in contemporary advertising practice.
2. Critically appraise models and perspectives of advertising and media
3. Employ advertising planning tools and techniques for a variety of campaigns
4. Construct advertising messages using a range of media options tailored to different contexts
5. Assess the role of inclusive and sustainable advertising campaigns in diverse and global communities.

Skills outcomes
Transferable skills:
• Brainstorm creatively as part of a team
• Produce effective and professional written communication
• Work as an effective team player

Syllabus

Indicative content:
• History of advertising
• Advertising models and perspectives
• Advertising planning and insights
• Ethical advertising
• Message design
• Media trends
• Media planning
• Traditional and digital media
• Evaluation

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

The weekly lectures and seminars are supported by reading from specific chapters from the core textbook and suggested academic articles. Students are encouraged to seek out relevant examples of advertising and media in practice by reading Campaign, Marketing Week and subscribing to industry news for updates online eg The Drum. As advertising is about devising clear messages of relevance to the target audience, students are expected to apply these industry updates to their learning. Students may seek specific guidance on draft work during seminars, or through appointment with the tutor. A skeletal report structure is provided as part of the coursework briefing process.

Opportunities for Formative Feedback

There will be many opportunities for formative feedback throughout the module in seminar activities and Q&A sessions related to the coursework. Feedback will be provided verbally to students in weekly classes or seminars during team discussions. Critiques or reviews of creative advertising and weekly activities, such as, quizzes outside of class time via MS Teams will be utilised to instruct and direct students, provide feedback and direction for further study, post additional reading, and seminar or lecture reviews. Students may also obtain feedback on a one-to-one basis from the module leader outside of the classroom setting during tutor office hours or by appointment at other times.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay or Dissertation	3000 word report	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 website

Last updated: 27/03/2023

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