| Semester 2, 2022 Online | |
| Units : | 1 |
| Faculty or Section : | Faculty of Business, Education, Law and Arts |
| School or Department : | School of Humanities & Communication |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Examiner:
Overview
Customer engagement has always been the central focus of advertising. However, new media platforms have extended and revolutionised the sector to create a personal, mobile, networked media ecosystem which affords advertisers more direct connection to their target markets than before. Direct personal feedback from consumers is possible and immediate, and consumers can create promotional content and form relationships with brands and issues. Interactive advertising, symmetrical communication models, event and experiential advertising, behavioural advertising, peer-to-peer and user-generated advertising are all now routinely employed by organisations to increase their engagement with target markets and achieve greater impact from their advertising investment. As this media ecosystem is ever evolving it is important not to place limits on how advertising may be understood, but to open minds toward creating and purposing opportunities that may exist in the future. This course forms part of the Advertising major and may also be of interest to students in cognate disciplines such as Public Relations, Marketing or Journalism.
Students in this course examine differing ways to achieve engagement with target markets. They analyse advertising in the form of engagement resulting in earned media, including mass media and social media platforms. Students are encouraged to think laterally and innovatively about the mechanisms of advertising, which may include creating events, experiences or communicative actions which activate target markets and build relationships with the brand or cause. Social network sharing, blogging and user-created content will be theorised as the increasingly active role of consumers in co-creating advertising outcomes.
Course learning outcomes
On successful completion of this course students should be able to:
- apply skills in achieving earned media;
- analyse the methods employed by advertising engagement;
- apply advertising principles to given problems;
- theorise methodologies to create successful engagement;
- develop concepts aimed at generating engagement.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Earned media: traditional media to social media platforms | 30.00 |
| 2. | Engaging people, understanding market segments | 30.00 |
| 3. | Events and experiential advertising | 30.00 |
| 4. | Evaluating results and return on investment (ROI) | 10.00 |
Text and materials required to be purchased or accessed
Student workload expectations
To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.
Assessment details
| Description | Group Assessment |
Weighting (%) | Course learning outcomes |
|---|---|---|---|
| Practical | No | 10 | 1,3,5 |
| Planning document 1 | No | 40 | 2,3,4 |
| Planning document 2 | No | 50 | 1,2,3,4,5 |