Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): 24510 Advertising Research AND 24309 Introductory Marketing Research
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject provides a hands-on opportunity to apply advertising management and related research concepts studied in earlier subjects. Operating as 'advertising agency' teams, students undertake a multi-stage group project involving target market research, creative strategy, executional development and testing, media planning and presentation of validated campaign recommendations. Students must attend the first class to be included in an agency team.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Undertake comprehensive campaign planning;
2. Build the research foundations required for effective campaign planning;
3. Develop and test advertising proposals before presenting the final recommendations; and
4. Effectively communicate research findings.

Contribution to graduate profile

This is a capstone subject for the Advertising and Promotions Management major and the Advanced Advertising sub-major. It allows students the opportunity to develop a technically acceptable yet creative approach to an advertising problem or issue by conducting the necessary supporting research, setting specific objectives and action standards, creating and testing the advertising in at least preliminary/rough form, deciding on media placement and estimating the budget required to implement the campaign.

Teaching and learning strategies

The teaching method consists primarily of guiding and supervising final year students working in 'advertising agency' teams to complete a multi-stage project.

Content

• Target Market Research - secondary and primary (focus groups, surveys)
• Campaign Planning - including media planning (media selection and scheduling)
• Creative Strategy - development and testing (concept testing/experimentation).

Assessment

Target Market Research (Group)	30%
This addresses objectives 2 and 4.
Campaign Planning Report (Group and individual)	35%
This addresses objectives 1 and 3.
Creative Executional Report (Group and individual)	35%
This addresses objectives 1-4.

Security of all assessments is assured by the fact that projects are different each semester and for each group. Additionally, students provide regular evidence of their work-in-progress and draft versions of their report prior to submitting the final version. Peer assessment of contribution to a report as well as submission of weekly contact reports of group meetings held outside the class, minimise free-riding concerns, if any.