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

Module code: JAC11127
Module leader: Rodger Stanier
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising
Prerequisites

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Timetables

Description of module content:

This module will engage you with creative possibilities in fast-moving, multi-channel digital environments. You will work on live industry and/or competition briefs that demand total media integration to develop unified strategies and creative campaigns. Reflecting current industry trends this module will be asking you to carefully reflect on the nature of advertising in a highly interactive and globalised digital environment.

The module is: interactive (reflecting the nature of digital media); inter-disciplinary (reflecting the complexity of digital media); and inter-cultural (reflecting the nature of digital space and use of social media.)

Learning Outcomes for module:

LO1: Critically appraise multi-channel platforms and a range of advertising media strategies.
LO2: Examine key elements of consumer behaviour, tribalism, market segmentation, data capture and its use in digital contexts
LO3: Plan, research and implement creative online strategies in response to advertising briefs
LO4: Generate appropriate and innovative ideas for digital advertising and marketing as part of a creative team.
LO5: Plan, research and implement a personal creative identity for use in an online context.

Indicative References and Reading List - URL:

Core - CARVILL, M., TAYLOR, D (2013) THE BUSINESS OF BEING SOCIAL: A PRACTICAL GUIDE TO HARNESSING THE POWER OF FACEBOOK, TWITTER, LINKEDIN & YOUTUBE FOR ALL BUSINESSES.: CRIMSON PUBLISHING, 1st ed.
Core - FILL, C. (2013) MARKETING COMMUNICATIONS: BRANDS, EXPERIENCES AND PARTICIPATION.: PEARSON, 1st ed.
Core - LUCAS, G. (2011) GUERRILLA ADVERTISING 2: MORE UNCONVENTIONAL BRAND COMMUNICATIONS: LAURENCE KING, 2nd ed.
Core - PRICKEN, M. (2010) CREATIVE STRATEGIES: IDEA MANAGEMENT FOR MARKETING, ADVERTISING, MEDIA AND DESIGN.: THAMES & HUDSON, 1st ed.
Core - ROBBINS, A. & COMM, J. (2010) TWITTER POWER 2.0: HOW TO DOMINATE YOUR MARKET ONE TWEET AT A TIME.: JOHN WILEY & SONS, 1st ed.
Core - RYAN, D. & JONES, C. (2011) THE BEST DIGITAL MARKETING CAMPAIGNS IN THE WORLD: MASTERING THE ART OF CUSTOMER ENGAGEMENT.: KOGAN PAGE, 1st ed.
Core - HUNTER, G & BURKHART, J. (2013) NEWSJACKING, THE URGENT GENIUS OF REAL-TIME ADVERTISING: THAMES & HUDSON, 1st ed.
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