Modules

Core Module Information
Module title: Advertising Theory and Practice
SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: JAC09110
Module leader: Aideen McLaughlin
School School of Arts and Creative Industries
Subject area group: Media and Humanities
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

This module will equip you with a comprehensive introduction to both the practice and theory of advertising, and how the two inform one another. Through a series of tutorials and workshops, you will develop a critical understanding of the history, key concepts, definitions and theories relating to advertising, how and why it works and its place and influence in society and culture. You will explore and apply the principal elements of strategic advertising research, planning, conceptualisation and creation, and analyse how advertising sits as part of an integrated marketing and communications campaign. You will work in small groups and individually to apply creativity, problem-solving, critical thinking and project management skills in response to an advertising brief related to a real-life scenario. You will be guided to design and deliver a strategic, inclusive, accessible and sustainable advertising campaign and execute and evaluate it across various platforms, online and offline, in preparation for work in the advertising or related communications fields.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Understand and apply a range of principles, theories and concepts to the research, analysis and creation of advertising.

LO2: Critically evaluate what is effective and ineffective advertising and why.

LO3: Explore and identify the differences, similarities and interplay between advertising and other communications functions, such as public relations and brand communications, and how they work together as part of an integrated marketing and communications strategy.

LO4: Design, deliver and evaluate a strategic, inclusive, accessible and sustainable advertising campaign in response to a brief across various media and platforms, such as print, TV, radio, outdoor and online.

LO5: Apply soft skills such as creativity, critical thinking and problem-solving in evaluating and designing advertising campaigns, in groups and individually.
Full Details of Teaching and Assessment
2024/5, Trimester 1, In Person, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Aideen McLaughlin
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Practical classes and workshops 20 During workshops, you will work independently and collaboratively with peers. You will be guided to develop and apply research, planning, creative and critical thinking, problem-solving and conceptualisation skills in the design and delivery of a strategic, inclusive, accessible and sustainable advertising campaign across online and offline platforms, aligning your practice with the key definitions, concepts, theories and planning frameworks introduced in the tutorials.
Online Guided independent study 170 Throughout the trimester, you are expected to structure in time to reflect upon the learning you have undertaken in your scheduled sessions and to complete your essential reading. You are encouraged to read more widely around the topics you are studying and engage in Moodle activities and resources. You will also meet in your groups to plan and execute your presentations and campaigns for your assessments.
Face To Face Tutorial 10 In tutorials, you will be supported through digital materials, case study analysis, collaborative brainstorms and discussion forums to develop a critical understanding of the history, key concepts, definitions, theories and frameworks relating to advertising and strategic advertising planning. Any materials and pre-requisite reading will be on Moodle in advance, and you are expected to engage with these week-to-week and come to tutorials prepared to participate and discuss.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Presentation 30 1~2~3~5 Week 8 HOURS= 15 minutes For this assessment, you will deliver a group presentation outlining your key research and insights (situational analysis) that you have gathered in response to a real-world advertising brief, set by the module leader. You will get feedback on your research to take on board towards the development of your individual creative strategy in the next summative assessment.
Report 70 1~2~3~4~5 Exam Period , WORDS= 3-4000 words. This summative assessment has two elements.1. An individual creative strategy in response to a creative brief, detailing your strategic advertising plan, with underpinning professional and academic sources. 2. Two examples of your proposed advertising solutions in different media/formats. Drawing on the research you did and the feedback you received for your previous assessments, and your learning during the tutorials, workshops, group and independent study, you will be tasked with creating a strategic, inclusive, accessible and sustainable advertising plan and associated advertising solutions, in response to the same real-world brief set by the tutor. You may choose, in negotiation with the module leader, the modality of your submission and we encourage the use of visual, audio and non-text-based digital media.
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100

Indicative References and Reading List - URL:
JAC09110 Advertising Theory and Practice
 

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