Module title: Planning in Advertising

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: DES11133
Module leader: Rodger Stanier
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising
Prerequisites

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2018/9, 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: Iain Macdonald
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs
A variety of seminars, group discussion, creative projects and self directed methods (independent learning and study) will be used. These methods are designed to foster and underpin student engagement and academic progression, whilst sensitive to a range of learning styles. You will research and appraise advertising precedents (LO 2) and apply theoretical prinicples (LO 1) to a planned advertising strategy (LOs 3, 4). You will present and appraise creative outcomes (LO 5) in response to real life advertsing briefs.

Embedding of employability/ PDP/ scholarship skills
The module is aligned with current industry practices and embraces new and emerging technologies for advertsing and media strategies. This module promotes visual and oral communication, problem based learning and teamwork whereby students are helped to plan, record and critically reflect upon their experiences in a way that develops their employment related skills and self awareness whilst understanding how their transferable skills might be applied in new settings.

Assessment (formative, summative)
Throughout the module, students will be asked to report on their directed study task with formative feedback given to promote student confidence and allow practise in the presentation of ideas and design management. On four occasions throughout the module students will be asked to present their directed study tasks in the form of precedent studies (LO 2) planned creative strategies (LOs 1, 3, 4) and presentation materials (LO 5) for formative assessment. The first summative assessment will cover LO1-3, and the second LO4-5.


Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 6
Independent Learning Supervised time in studio/workshop 36
Face To Face Seminar 42
Independent Learning Guided independent study 116
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Portfolio 50 1,2,3, 7 HOURS= 0, WORDS= 0
Portfolio 50 4-5 14 HOURS= 0, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Description of module content:

In this module you will use a combination of planning theory and practice-based creative briefs in our advertising studios. The focus of this module will be on modern communication strategies that use socio-cultural innovations to establish a two-way relationship with the consumer. In responding to creative tasks, you will apply planning theory, and test and critically evaluate ideas in the context of the brand values and audience, and use audience insight to determine effective methods for consumer/customer engagement. In commercial and social contexts, you will critically explore the role of planning in the advertising industry, and the use appropriate media and trans media strategies. You will evaluate precedents in advertising planning, and record the process of the implementation of your own ideas and strategies.

Learning Outcomes for module:

On completion of this module you will be able to:
LO1: Critically engage with strategies for research and planning in advertising for commercial and social objectives.
LO2: Critically appraise differing research methodologies to generate audience engagement and insight.
LO3: Plan an advertising strategy in the context of brand and audience
LO4: Apply planning theory to the implementation and management of an advertising campaign
LO5: Critically reflect on creative responses to a commercially/socially driven brief in relation to target audiences, brand and appropriate media

Indicative References and Reading List - URL:

Core - IBACH, H (2009) HOW TO WRITE AN INSPIRED CREATIVE BRIEF.: IUNIVERSE, 1st ed.
Core - FELDWICK, P. (2015) THE ANATOMY OF HUMBUG: MATADOR, 1st ed.
Core - KATZ, H. (2013) THE MEDIA HANDBOOK: A COMPLETE GUIDE TO ADVERTISING MEDIA SELECTION, PLANNING, RESEARCH, AND BUYING.: ROUTLEDGE?, 1st ed.
Core - KOCEK, C. ET AL (2013) THE PRACTICAL POCKET GUIDE TO ACCOUNT PLANNING: YELLOW BIRD PRESS, 1st ed.
Core - STEEL, J. (1998) TRUTH, LIES, AND ADVERTISING: THE ART OF ACCOUNT PLANNING.: JOHN WILEY & SONS, 1st ed.
Core - THALER, R.H. (2009) NUDGE: PENGUIN, 1st ed.
Core - YOUNG, A. (2011) BRAND MEDIA STRATEGY: INTEGRATED COMMUNICATIONS PLANNING IN A DIGITAL ERA (ADVERTISING AGE),: PALGRAVE MACMILLAN, 1st ed.
Core - HOLT,D. AND CAMERON, D. (2010) CULTURAL STRATEGY: OXFORD UNIVERSITY PRESS, 1st ed.
Core - SHARP, B. (2010) HOW BRANDS GROW.: OXFORD UNIVERSITY PRESS, 1st ed.
Core - FALLON, P. AND SENN, F. (2006) JUICING THE ORANGE: HARVARD BUSINESS SCHOOL PRESS, 1st ed.
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