| CODE | CRC2040 | ||||||||||||
| TITLE | Advertising | ||||||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||||||
| MQF LEVEL | 5 | ||||||||||||
| ECTS CREDITS | 4 | ||||||||||||
| DEPARTMENT | Corporate Communication | ||||||||||||
| DESCRIPTION | This study-unit provides a comprehensive exploration of advertising as a vital component of marketing communication. It offers an in-depth analysis of both traditional advertising methods (such as print, radio and television) and modern digital advertising strategies (including social media, search engine marketing and content marketing). Students will gain a deeper insight into the evolution of advertising. They shall assess how changes in consumer behaviours, advancements in technologies and shifts in media engagement have and are still affecting advertising practices. Through case studies, real-world examples and hands-on projects, students will learn how to develop effective advertising campaigns that resonate with target audiences. The study-unit will emphasise the importance of integrating traditional and digital advertising strategies to create cohesive and impactful marketing communication efforts. Upon completion of the study-unit, students will be equipped with relevant knowledge, skills and competences to effectively operate within the advertising domain and add value to marketing initiatives. Study-Unit Aims: - The study-unit introduces students to the foundational principles of advertising. It explains its role within the broader contexts of marketing and communications; - It explores both traditional and digital advertising techniques; - It develops the students’ critical thinking as they will be expected to evaluate advertising strategies and campaigns. It also encourages them to analyse the effectiveness of different advertising approaches in achieving marketing goals; - It prepares students for practical application to design and implement integrated advertising campaigns that leverage both traditional and digital media; - It trains students for various career paths within advertising, marketing and communications. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: • Understand Advertising Fundamentals: - Explain the key concepts, theories, and terminology related to advertising; - Describe the evolution of advertising and its historical context. • Identify and Differentiate Advertising Channels: - Compare and contrast traditional advertising methods with digital advertising strategies like social media marketing and search engine optimisation (SEO), among others; - Recognise the strengths and weaknesses of various advertising channels in reaching target audiences. • Analyse Target Audience and Market Research: - Critically discuss the importance of market research in identifying target audiences for advertising campaigns; - Analyse consumer behaviours and segmentation tactics to target advertising messages in an effective manner. • Recognise Regulatory and Ethical Considerations: - Discuss the ethical considerations and regulatory frameworks governing advertising practices; - Identify the implications of advertising on society, including issues related to misinformation, stereotyping and cultural sensitivity, among others. 2. Skills: By the end of the study-unit the student will be able to: This study-unit equips students not only for specific roles in traditional and digital advertising but also prepares them for a wide range of careers by enhancing their generic and transferable skills. Students will be able to think critically, to communicate effectively through creative and engaging content and to adapt to new challenges. Such skills are valuable in any professional setting and are highly relevant across various industries. Main Text/s and any supplementary readings: Main Texts: - Arens, W., Weigold, M., Arens, C. & Schaefer, D. (2022). Advertising, McGraw Hill (4th Edition), London, United Kingdom, https://www.mheducation.com/highered/product/m-advertising-arens-weigold/M9781260381894.html. Supplementary Readings: - Camilleri, M.A. (2018). Integrated marketing communications (pp. 85-103). Springer International Publishing, Cham, Switzerland, https://link.springer.com/chapter/10.1007/978-3-319-49849-2_5. - Alphabet (2024). Do more for your business with Google Ads, https://ads.google.com/intl/en_us/home/. - Meta (2024). Market your business on Facebook and Increase sales | Meta for Business, https://www.facebook.com/business/marketing/facebook/. - Meta (2024). Captivate new customers with Instagram Ads. https://business.instagram.com/. |
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| ADDITIONAL NOTES | Pre-requisite Qualification: All students should have successfully completed Year 1 B.Comm. (Hons.). | ||||||||||||
| STUDY-UNIT TYPE | Lecture and Tutorial | ||||||||||||
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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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