...an overview of the key components of the module.

1. ADVERTISING
STRATEGY
...about the module
This module is designed to facilitate your understanding of how
advertising decisions are made at a strategic level. The strategic
advertising planning process is a key component of marketing
communications and contributes to the achievement of marketing,
and corporate, objectives.
LIVE CLIENT
We're going to be working on a live
client brief, set by an organisation
called The Shopper Agency, part of
a larger global business. This live
B2B client brief will form the main
component of your assessment.
Everything you need is here in
MyBeckett - just look to the left of
the screen - all of those links show
where everything is. Weekly
recorded lectures on Monday, live
interactive lectures on Tuesday and
live tutorials on Friday.
DELIVERY
This module feeds into the Teaching
Block B module, Media Planning
Project, where your research and
strategic recommendations feed into
more practical media-focused
recommendations and a media plan.
MEDIA
PLANNING
Apart from the core recommended
texts, sites such as Campaign and
The Drum can be very useful. WARC,
available via the library resource
database, is incredibly useful - you'll
use it a lot.
KEY
RESOURCES
The finished work is to be submitted
via Turnitin no later than 2PM on
Tuesday the 8th of December, 2020.
ASSESSMENT
DEADLINE
ASSESSMENT
A 5,000word individual piece of
coursework split into two tasks. The
first is 2,000words and requires you
to analyse a campaign. The second
task is 3,000words and requires you
to produce an Advertising Strategy
for the client.
CORE TEXTBOOK
Strategic Advertising Management by Percy and
Rosenbaum-Elliott (2016). There are copies in the
library but unfortunately no eBook. It can be found
relatively cheap online - have a look here