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24510 Advertising Research

UTS: Business: Marketing
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): 24202 Customer Behaviour AND 24309 Research for Marketing Decisions
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 marketing research concepts studied in earlier subjects. Operating as consultancy teams, students undertake a multi-stage group project involving target market research, strategy and executional development and testing and presentation of validated campaign recommendations. Students must attend the first class to be included in a consultancy team.

Subject objectives/outcomes

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

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

Contribution to graduate profile

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

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate; and the workshops are built around in-class exercises and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

The subject will address the following topics:

  • focus group research and interviewing
  • surveying and analysis
  • concept testing and experimentation

Assessment

Assessment item 1: Research Study Report (Group)

Objective(s): 2, 4
Weighting: 30%
Task: This addresses objectives 2 and 4.

Assessment item 2: Analysis & Planning Report (Group & Individual)

Objective(s): 1, 3
Weighting: 35%
Task: This addresses objectives 1 and 3.

Assessment item 3: Executional Report (Group & Individual)

Objective(s): 1-4
Weighting: 35%
Task: This addresses objectives 1, 2, 3 and 4.

Indicative references

Advertising Media Planning by Jack Sissors and Lincoln Bumba

Fundamentals of Advertising Research by Alan Fletcher and Thomas Bowers

AFA Advertising Effectiveness Awards

Advertising and Promotion Management by John Rossiter and Larry Percy

Advertising and Promotion: An Integrated Marketing Communications Perspective by George Belch and Michael Belch

Advertising and the Mind of the Consumer by Max Sutherland

Journal of Advertising

Journal of Advertising Research

Current Issues and Research in Advertising

Journal of Consumer Research

Advances in Consumer Research

Journal of Marketing

Marketing Letters