Core Module Information
Module title: Professional Project in Advertising Management

SCQF level: 10:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: DES10114
Module leader: Aideen McLaughlin
School School of Arts and Creative Industries
Subject area group: Media and Humanities

Advertising Theory and Practice

Description of module content:

The application of a professional advertising skillset, including brand analysis and mapping; the importance of, and developing, the brief and the briefing process; developing viable creative solutions in the form of individual adverts and integrated campaigns; the use of online, digital and social media platforms; media planning and media buying as forms of effective campaign delivery; techniques for measuring the effectiveness of the advertising solution; the communication context and the function of advertising as a communication medium; effective, goal-orientated and managed group work and learning simulations; managing a communication process to achieve specified goals; methods of self-reflectiveness appropriate to professional practice.

Learning Outcomes for module:

On completion of this module you will be able to:
LO1: Develop an understanding of the advertising process in both communication and professional terms through critical reflection on and experience of advertising practice.
LO2: Construct a workable advertising solution to a real-life issue through the accurate and constructive assessment of problems and the integration of an appropriate range of advertising and communication skills.
LO3: Critically reflect on the advertising process, particularly in the areas of brand analysis, creative development, media planning and in measuring the effectiveness of the process.
LO4: Construct and manage a complex communication process involving group and simulation work to a pre-defined set of professional parameters, building on the ability to hypothesise, prioritise and organise events and interpersonal activities in order to achieve aworkable set of practical outcomes.
LO5: Manage individual and group inputs in a creative and reflexive manner within the advertising process in order to achieve defined outcomes, thereby developing a significant understanding of the operation and functioning of the advertising process
LO6: Analyse the role of individual performances within the advertising process in order to develop a workable and professional insight into the inter-related complexities which constitue the production of effective advertising.

Full Details of Teaching and Assessment
2022/3, Trimester 1, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Aideen McLaughlin
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
Learning & Teaching methods including their alignment to LOs
The module emphasises independent responsibility, project management (L05), and presentation skills. The primary method for this module is independent project work. Working in teams, students develop advertising and branding plans (L01–L03). The teams are expected to function independently and record their own progress with project management tools, diaries, or other similar means (LO5). The teams will meet regularly to give briefings on their progress and for discussion. Each team will present their work together for the summative assessment (L04) and these presentations are critiqued by the other teams (L06). The students will also evaluate each others' input as members of their team (LO6).

In addition to the practical work, there are seminar sessions, which refresh and deepen issues already known from previous modules, such as branding theory, brand analysis, and analysing target audiences (L01)

Formative Assessment:
Halfway through the module (week 7) your team gives a presentation demonstrating your work to date. This will include making a pitch for two different branding/advertising campaign ideas for a brand of your choosing (LO1–LO4). You will also need to describe how the teamwork has progressed (LO5–LO6). These will be discussed critically together with the other teams. This allows you to practice your presentation skills (LO4), and to re-evaluate and enhance all aspects of your work (LO1–LO6). It is your duty to record the feedback (e.g. record audio or take notes), just like in a real-world situation.

Summative Assessment:
Your grade will be based on group work.

Based on the formative feedback you will turn one of your ideas into a fully formed campaign plan. On week 13 your team needs to:

1. Deliver a finalised campaign plan for your client's brand as a written report with appropriate illustrations. Forms 50% of the overall grade. (LO1–LO6)

2. Pitch your final campaign plan in a short verbal presentation with accompanying visual aids of your choosing. Forms 50% of the overall grade. (LO1–LO5)

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Seminar 12
Face To Face Groupwork (Scheduled) 188
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 50 1-5 13 HOURS= 0, WORDS= 0
Report 50 1,2,3,4,5,6 13 HOURS= 0, WORDS= 3500
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
DES10114 Professional Project in Advertising Management