| Semester 1, 2020 Online | |
| Short Description: | Advertising Campaign Plan Mgmt |
| Units : | 1 |
| Faculty or Section : | Faculty of Business, Education, Law and Arts |
| School or Department : | School of Humanities & Communication |
| Student contribution band : | Band 1 |
| ASCED code : | 100700 - Communication & Media Studies |
| Grading basis : | Graded |
Staffing
Examiner:
Rationale
This is a third-year level course in the Advertising major. In introducing higher level advertising practice, this course equips students with knowledge and skills in developing a complete advertising campaign. The aim of this course is to build competence in planning, implementing and evaluating advertising campaigns. These skills form key practices in industry whether for a corporation, government agency, not-for-profit organisation or social cause.
Synopsis
Students will develop their understanding of addressing key audiences, managing campaign budgets, and structuring campaigns for timeliness and efficacy. Through engagements with theory and case studies, students will develop their own campaign strategies and be invited to critically reflect upon them. Students will plan their own campaign which may be for a corporation, government agency or not-for-profit organisation.
Objectives
On successful completion of this course students should be able to:
- demonstrate and explain an holistic approach to the elements in a campaign;
- appraise and manage campaign restraints such as budgets and time;
- develop and implement strategies for successful advertising campaigns;
- design evaluation strategies for advertising campaigns.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Advertising objectives | 20.00 |
| 2. | Elements of a campaign | 20.00 |
| 3. | Strategic planner | 40.00 |
| 4. | Evaluating campaigns | 20.00 |
Text and materials required to be purchased or accessed
ALL textbooks and materials available to be purchased can be sourced from (unless otherwise stated). (https://omnia.usq.edu.au/textbooks/?year=2020&sem=01&subject1=ADV3000)
Please for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)
Reference materials
Student workload expectations
| Activity | Hours |
|---|---|
| Directed ¾«¶«´«Ã½app | 39.00 |
| Private ¾«¶«´«Ã½app | 126.00 |
Assessment details
| Description | Marks out of | Wtg (%) | Due Date | Objectives Assessed | Notes |
|---|---|---|---|---|---|
| Assignment 1 | 100 | 30 | 27 Mar 2020 | 1,2 | |
| Assignment 2 | 100 | 30 | 24 Apr 2020 | 1,2,4 | |
| Assignment 3 | 100 | 40 | 05 Jun 2020 | 1,2,3,4 |
Important assessment information
-
Attendance requirements:
It is the students' responsibility to attend and participate appropriately in all activities scheduled for them, and to study all material provided to them or required to be accessed by them, to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration. -
Requirements for students to complete each assessment item satisfactorily:
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item. -
Penalties for late submission of required work:
Students should refer to the Assessment Procedure (point 4.2.4) -
Requirements for student to be awarded a passing grade in the course:
To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course. -
Method used to combine assessment results to attain final grade:
The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative items for the course. -
Examination information:
NO EXAM: There is no examination in this course. -
Examination period when Deferred/Supplementary examinations will be held:
NO EXAM: There is no examination in this course, there will be no deferred or supplementary examinations. -
¾«¶«´«Ã½app Student Policies:
Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene ¾«¶«´«Ã½app policies and practices. These policies can be found at .
Assessment notes
-
Referencing in assignments must comply with the Harvard (AGPS) referencing system. This system should be used by students to format details of the information sources they have cited in their work. The Harvard (APGS) style to be used is defined by the USQ library’s referencing guide. This guide can be found at .
Evaluation and benchmarking
In meeting the ¾«¶«´«Ã½app’s aims to establish quality learning and teaching for all programs, this course monitors and ensures quality assurance and improvements in at least two ways. This course:
1. conforms to the USQ Policy on Evaluation of Teaching, Courses and Programs to ensure ongoing monitoring and systematic improvement.
2. forms part of the Bachelor of Education and is benchmarked against the
o internal USQ accreditation/reaccreditation processes which include (i) stringent standards in the independent accreditation of its academic programs, (ii) close integration
between business and academic planning, and (iii) regular and rigorous review.
o Queensland College of Teachers
o Australian Professional Standards for Teachers (APST) of the Australian Institute for Teaching and School Leadership (AITSL).