| CODE | MRK3121 | ||||||
| TITLE | Advertising and Promotion | ||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||
| MQF LEVEL | Not Applicable | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | Nature and function of persuasive messages Brands in a consumer's mind Advertising responsibly Marcom in the adoptionprocess Targeting Positioning Objectives within budgetary constraints Advertising strategy Advertising: Creativity and persuasiveness & Consumers' attention Measuring effectiveness Media: Planning and analysis Traditional and new media: Use and measurement Other advertising media Sales and trade promotions Study-unit Aims: - To introduce students to the world of advertising and communication research; - To familiarize students with the principles, methods, and techniques of advertising research; - To recognise the different type of messages in advertising, and - To develop one’s capacity for critical judgment in obtaining and utilizing data in making advertising decisions; and - Develop the ability to measure the impact of different methods and styles of advertising approaches. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Identify the advertising process and how it progresses from research, moves through to analysis, planning, action and evaluation. - Understand how “advertising” extends beyond traditional advertisements to include other forms of marketing communication. 2. Skills (including transferable [generic] skills): By the end of the study-unit the student will be able to: - Understand the functions of advertising in society - List different advertising approaches - Identify the strengths and weaknesses of different media for advertising purposes - Identify different mechanisms/techniques to measure advertising impact - Explain the role of advertising agencies. Main Text/s and any supplementary readings: Core Textbook: Shimp, Terence. A. (2002) Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications, 6th edition, USA: The Dryden Press Other readings will be provided during the class |
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| STUDY-UNIT TYPE | Lecture | ||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Saviour Chircop |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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