BE563-7-SP-CO:
Advertising
PLEASE NOTE: This module is inactive. Visit the Module Directory to view modules and variants offered during the current academic year.
2023/24
Essex Business School
Colchester Campus
Spring
Postgraduate: Level 7
Inactive
Monday 15 January 2024
Friday 22 March 2024
20
27 January 2022
Requisites for this module
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(none)
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Advertising is one of the most prominent and most effective ways used by companies to promote their products and services and to connect with their customers. However, especially since the rise of social media, advertising has become more complex and more challenging and the business of reaching customers has become more competitive, with advertising agencies now having to compete with various kinds of media agencies and dedicated content creators online. Furthermore, the current global political climate, one in which data collection and privacy have become increasingly contentious issues, has seen the advertising industry increasingly having to think about difficult ethical questions. A thorough understanding of advertising theory and of the structures and processes underlying the creative advertising development process is therefore important for anyone wanting to work in the world of marketing, regardless of whether this is within an advertising agency or in a company that works with advertising agencies. Providing this thorough understanding is the aim of this module, which covers the key challenges facing advertisers today, core advertising theory, a variety of communication options and the role and processes of advertising strategy development.
This module aims to provide an in-depth understanding of key theories and principles of advertising, and of the challenges that advertising faces today, while combining theory and practice to show students the ways in which advertising strategies are created.
On successful completion of the module, students will be able to:
• Explain the key challenges facing advertisers today.
• Apply advertising theory to critically analyse and understand real-world issues.
• Understand a variety of communication options and their usefulness.
• Understand the role and processes of advertising strategy and planning.
Skills for Your Professional Life (Transferable Skills)
By the end of the module, you should be able to:
* Develop critical thinking skill
* Approach and solve problems creatively
* Enhanced your individual research skills
* Apply advertising skills to critically analyse marketing communications problems
The module delivery is based on 3-hour sessions combining lecture and seminar each week; ten one-hour lectures and ten two-hour interactive seminars. Sessions will be devoted to probing, extending and applying the material in the readings. It is the students’ responsibility to be prepared for each session. Students are expected to contribute to class discussions. To do well, they should actively participate in presentations and class discussions, which means making well supported, cogent comments and criticisms about the concepts and analyses that are being presented.
Students are required to:
• read the appropriate reading materials for each session prior to the class.
• prepare for group or individual presentations.
• attend the sessions
This module does not appear to have a published bibliography for this year.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
Dr Abhisek Kuanr, email: abhisek.kuanr@essex.ac.uk.
Dr Abhisek Kuanr
ebspgtad@essex.ac.uk
EBS.3.126B
No
No
No
No external examiner information available for this module.
Available via Moodle
Of 30 hours, 30 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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