module specification

MC7070 - Contemporary Advertising Practice (2017/18)

Module specification Module approved to run in 2017/18
Module title Contemporary Advertising Practice
Module level Masters (07)
Credit rating for module 20
School Guildhall School of Business and Law
Total study hours 200
 
155 hours Guided independent study
45 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 30%   Individual video presentation20 minutes
Coursework 70%   ndividual eportfolio of contemporary advertising issues& critical theoretical discussion ( 3,000 words)
Running in 2017/18
Period Campus Day Time Module Leader
Spring semester City Monday Afternoon

Module summary

In an ever increasing cluttered and dynamic communication environment advertisers seek the attention and engagement of their target audiences.  The effective planning creative execution and the use of appropriate media channels and the effective use of advertising can enhance the success of an organisations communications strategy and overall an organisation’s marketing activity. This module examines the current issues affecting advertising at both a national and global level and to critically analyse key contemporary advertising practices. This will be underpinned by current scholarly research in advertising to gain insights into contemporary and applied practices.

Prior learning requirements

N/A

Module aims

The module aims to

• Develop an understanding and a critical awareness of the breadth of scholarly research in advertising and insights into contemporary and applied practices.

• Create new insights into the advertising discipline and new contributions to professional practice.

• Enable students gain a comprehensive understanding of techniques applicable to advertising theory and practice, research and advanced scholarship.

The module also aims to assist students in the acquisition of the following skills:
• Commercial awareness
• Academic reading
• Researching analysing data
• Application of knowledge
• Critical thinking and writing
• Communication and oral presentation
• Digital Literacy IT  skills
• Being creative
Module learning outcomes
On successful completion of the module  students will be able to:

1. Demonstrate a critical understanding of the principal concepts and models of advertising  and be able to select, apply and critique these in a wide range of contemporary advertising scenarios.
2. Critically explore, analyse and evaluate contemporary issues and trends& theoretical perspectives in advertising from both a national and global spectre.
3. Develop a critical awareness of business ethics and corporate social responsibility, cultural and social diversity in the context of current issues in advertising.
4. Undertake and report on independent and evidence informed research on contemporary topics in advertising.
5. Develop higher level skills of critical reflection and judgement in light of evidence andargument about advertising issues and appreciate the uncertainty and ambiguity        relating to the limits of knowledge.
6. Deal with complex issues both systematically and creatively, make sound judgements in theabsence of complete data/information, and communicate their conclusions to adverting specialist and non-specialist audiences.

Syllabus

Due to the contemporary  nature of the module the following topics will be covered 

• Advertising management -  In house , out house .The dynamics of agency client relationship and relationship management

• Advertising channels Traditional- TV radio , cinema print , outdoor
• New media channels &Platforms – Mobile, digital video, programmatic,native, social networks, Interpersonal messages.
• The media are commercial e.g. product placement native advertisingAdvergaming

• Advertising messages -  Creativity and creative appeals , rhetorical theory, narrative , Non-profit/political messages

• Audiences – Understanding audiences .Advertising  to children, gender,  Stereotypes in Advertising, demographics

• Culture & Communication - Advertising across borders local, national global, Media usage, Cultural values. Appeals – Across dimensions, country of origin appeal.
• Impact of  advertising and media culture and issues arising from image based culture

• Context of advertising – Ethics values & principles that guide the advertisingprofession and consider avenues of intervention.Legal issues

• Contemporary advertising practices -Media planning - Measurements &metrics evaluation &data

The above practices will be underpinned by an analysis by a number of  theoretical themes-
Passive individual – Learning theories, psychodynamic theory, Information processing, emotions.
Passive social cultural groups – Critical theory,  & semiotics, post modernism, anthropology gender ideology
Active social cultural groups socio linguistics, Feminism, social semiotics visual persuasion theory Post structulism& meaning based models
Active individuals – Information economic, consumer scepticism, resistance, native transportation, user’s gratification.
Cultural values, country of origin effect.

Learning and teaching

This module will be delivered over a 15 week period and consists of 2-hour interactive learning sessions and 1-hour appreciation and critique of the advertising topic of the week. The 2-hour interactive learning sessions will set the theoretical principles to be explored. A blended learning approach will be adopted with content on the web learn platform will be used and a flipped classroom’ approach is adopted where students are provided with a contemporary advertising topic and prepare well in advance of the date on which materials will be covered in the interactive learning period  These session have been designed for a better understanding of the topics through critical discussion, questions and answers and will play a crucial role in appreciating trends and  contrasting views from a practitioner and academic perspective .

Learning outcomes

On successful completion of the module  students will be able to:

1. Demonstrate a critical understanding of the principal concepts and models of advertising  and be able to select, apply and critique these in a wide range of contemporary advertising scenarios.
2. Critically explore, analyse and evaluate contemporary issues and trends& theoretical perspectives in advertising from both a national and global spectre.
3. Develop a critical awareness of business ethics and corporate social responsibility, cultural and social diversity in the context of current issues in advertising.
4. Undertake and report on independent and evidence informed research on contemporary topics in advertising.
5. Develop higher level skills of critical reflection and judgement in light of evidence andargument about advertising issues and appreciate the uncertainty and ambiguity        relating to the limits of knowledge.
6. Deal with complex issues both systematically and creatively, make sound judgements in theabsence of complete data/information, and communicate their conclusions to adverting specialist and non-specialist audiences.

Assessment strategy

The assessment has been designed to test the achievement of the module’s learning outcomes and it requires students to think critically and apply the knowledge gained during the module. The module is assessed by two components:  Individual video presentation on a critical theoretical aspect of creative advertising (20 minutes) 30%  and individual eportfolio of contemporary advertising issues and a critical theoretical discussion (3,000 words) 70%.
The assessment strategy is designed to complement the learning teaching strategy and encourage a synthesis between theories and models from the module, practitioner material and students’ personal exploration of advertising. Both components call for students to make links between current practitioner issues in advertising and critical theories relating to advertising.

Constructive alignment of assessment strategy to learning outcomes and skill development

 

Assessment strategy Learning Outcomes Skill Development Details
Individual coursework
Individual Video presentation including supporting materials 30%
1,4, 5, 6 Academic reading(I PA); researching (IPA) analysing data ( IPA), application of knowledge( IPA), critical thinking and writing,(IPA) communication and oral presentation (IPA) Digital literacy IT  skills (IPA)
Being creative ( IPA)
Students are required to Individually produce  a You tube video (Closed access)  The  assessment requires the student  present a 20 minute analysis of current creative messages in advertising  and  to critical discuss the execution of the creative message with appropriate  contemporary  academic theory
Individual eportfolio
70%
1, 2,3,4,5,6 Academic reading(I PA)Researching IPA) analysing data ( IPA), application of knowledge( IPA), critical thinking and writing,(IPA) Commercial awareness ( IPA) The individual assessment involves the collection & an e portfolio of contemporary practitioner advertising issues and the critical academic discussion on the issues (3,000 word count)

 

Bibliography

Hamilton J. Bodle R. Korin E. (2017) Explorations in critical studies in Advertising Routledge
Rodgers S.,  Thorson E. (2012) Advertising theory Routledge
Crawford R. Brennan L. Parker L. (2017) Global Advertising  Practice in a board less world  Routledge
Snyder  W. (2017) Ethics in Advertising Routledge
Christians C. Fackler M. Richardson K. Kreshel P. Woods R. (2017) Media Ethics Cases and Moral Reasoning 10th Edition Routledge
Percy L. Rosenbaum- Elliott R.(2016) Strategic Adverting Management 5th Edition Oxford
Lovell D. (2017) Native AdvertisingKogan  Page
Cluley R. (2017) Essentials of AdvertisingKogan page:
De Mooj, M, (2014) Global Marketing and Advertising: Understanding Global Paradoxes. 4th Edition, SAGE.
Fennis B.  Stroebe  W. (2015) The Psychology of Advertising  2nd edition Routledge
Arora, A., Bacouël-Jentjens, S. (2015) Advertising Confluence:Transitioning Marketing Communications into Social Movements Palgrave Macmillan
Bullo, S. (2014) Evaluation in Advertising Reception A Socio-Cognitive and Linguistic Perspective Palgrave Macmillan

Journals
Journal of Advertising
Journal of Advertising Research
Journal of Interactive Advertising
International Journal of Advertising: the quarterly review of marketing communications
Journal of Current Issues & Research in Advertising
Journal of Marketing Communications
International Journal of Communication
Journal of Promotion Management
International Journal of Mobile Marketing
Journal of Interactive marketing
Journal of Marketing Theory and Practice
Journal of Marketing

On line Resources
Ad week http://www.adweek.com
Ad age http://adage.com
Campaign live http://www.campaignlive.co.uk
Marketing week https://www.marketingweek.com
The Drum http://www.thedrum.com
News UK advertising https://www.newsukadvertising.co.uk
Think Box  http://www.thinkbox.tv
Newsworks org http://www.newsworks.org.uk
Interactive advertising Bureau Europe https://www.iabeurope.eu/
Interactive advertising Bureau https://iabuk.net/
Advertising  Association UK http://adassoc.org.uk/
Institute of practitioners in Advertising   http://www.ipa.co.uk/
Cinema advertising council organisation http://www.cinemaadcouncil.org/
Outdoor Advertising Association of Great Britainhttp://www.oaa.org.uk/
Branding Magazine https://www.brandingmag.com
Digital Marketing Magazine http://digitalmarketingmagazine.co.uk/
Media Post https://www.mediapost.com