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2020/21 Taught Postgraduate Module Catalogue

LUBS5407M Advertising

15 creditsClass Size: 350

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

Taught: 1 Jan to 31 May View Timetable

Year running 2020/21

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

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Delivery typeNumberLength hoursStudent hours
e-Lecture102.0020.00
Tutorials101.0010.00
Private study hours120.00
Total Contact hours30.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information


Coursework
Assessment typeNotes% of formal assessment
AssignmentIndividual 3000 word assignment100.00
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: 10/08/2020 08:41:50

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