The primary learning objective is to apply the concepts and techniques behind the advertising planning process.
You should be able to understand and appreciate the complexity of managing integrated marketing communications while operating in an unpredictable and competitive environment.
An important aspect of this module is the application of concepts and frameworks encountered on other modules. In addition, there is a particular focus on the role of fear, love, humour and music in advertising.
The module concludes with an advertising ‘pitch’, where ideas encountered support the event. Group work is an important feature of this module, although 50% of assessment is on individual work.
|Credits||8 ECTS credits|