AMB111 Advertising Works
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB111 |
|---|---|
| Equivalent(s): | AMB220, AMX220 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,040 |
| Pre-2021 CSP student contribution | $1,597 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,024 |
| International unit fee | $4,176 |
Unit Outline: Semester 1 2024, Gardens Point, Internal
| Unit code: | AMB111 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB220, AMX220 |
| Coordinator: | Lisa Schuster | lisa.schuster@qut.edu.au |
Overview
This unit serves as the introduction and prerequisite to later units in the advertising course and as a useful elective for students taking other courses. The unit provides you with a thorough fundamental knowledge of advertising principles and a practical understanding of the techniques and practices used by today's advertising agencies and clients, including strategy development, media planning, creative development, integration of other communications and analysing an advertising campaign.
Learning Outcomes
On successful completion of this unit you will be able to:
- Understand and apply theories and practices of advertising, broader marketing communications and related consumer behaviour.Relates to: UG Business Capabilities: KS (1.1)
- Conduct basic research in planning and developing advertising strategy.Relates to: UG Business Capabilities: HO (2.1)
- Apply core concepts in fundamental media, creativity, and ethical practices to advertising planning processes.
- Apply learned theories to address advertising problems or opportunities.
- Demonstrate practical presentation skills.Relates to: UG Business Capabilities: PC (3.2)
Content
This unit introduces the major fundamental elements of creating contemporary advertising, including:
- Advertising strategy and relevant aspects of consumer behaviour and market research
- The role of advertising planning and practical approaches to the process
- Introduction to media strategy, planning and channel planning elements
- Creative strategy and development
- Copywriting fundamentals
- Putting it all together - analysing an advertising campaign
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit draws upon a range of experiences to foster an understanding of both the advertising process and the impacts of advertising on consumers and society. Lecturers introduce you to the fundamentals of advertising elements, drawing from their research and experiences as consumers in addition to industry examples. Tutorials are designed to encourage active participation via practical examples, discussions, debates and presentations. Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
You will gain verbal feedback in this unit by participating in weekly classes (lectures and tutorials) with academics and peers or in personal consultations with the teaching staff. You will also receive written feedback on your Assessment 1, which will directly relate to and inform your final assessment. Please note, your participation (e.g., ask or answer questions) in the classes will also provide opportunities to obtain feedback from the teaching staff and your classmates.
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Campaign Analysis
Students will present their analysis of an advertising campaign in a video recording format. This will involve (1) analysing and profiling the target audience and (2) using insights about the target audience together with theory to analyse the message, creative and media strategies of the advertisement.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Campaign Proposal
Using their analysis of the selected advertisement, students will develop a written proposal for an improved advertising campaign, including a mock-up of the advertisement. Students will have the opportunity to engage in concept testing of their mock-up, and to integrate feedback into their final campaign proposal.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional cots.
Resources
Resources include a required text and online resources for the unit. Online resources are available on Canvas.
Resource Materials
Prescribed text(s)
Belch, Belch, Kerr, Powell and Waller (2020). Advertising: An Integrated Marketing Communication Perspective (4th ed.). McGraw-Hill Australia Pty Ltd.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO4, Campaign Analysis
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, ULO4, Campaign Proposal
KS (1.1): Discipline Knowledge
Relates to: ULO1, Campaign Analysis
KS (1.2): Technical and Technological Skills
Relates to: Campaign Proposal
PC (3.1): Professional Communication (Written)
Relates to: ULO3, Campaign Proposal
PC (3.2): Professional Communication (Oral)
Relates to: ULO5, Campaign Analysis
SE (5.1): Ethical and Legal Understanding
Relates to: ULO4, Campaign Proposal
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO4, Campaign Proposal
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO4, Campaign Proposal
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO4, Campaign Proposal
KC40 Bachelor of Communication
- Demonstrate capacity to understand and critique the historical, cultural, technological, and regulatory implications of digital media, entertainment, communication, and news industries.
Relates to: ULO1, ULO3, Campaign Analysis, Campaign Proposal - Demonstrate capacity to engage with and apply specialised knowledge of one or more areas of digital media, entertainment, communication, and news industries, including the relationship between disciplinary theory, research methodologies, and professional practice.
Relates to: ULO1, Campaign Analysis - Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO5, Campaign Analysis - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO2, ULO4, Campaign Analysis, Campaign Proposal - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Campaign Proposal - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO5, Campaign Analysis
Unit Outline: Semester 1 2024, Online
| Unit code: | AMB111 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB220, AMX220 |
Overview
This unit serves as the introduction and prerequisite to later units in the advertising course and as a useful elective for students taking other courses. The unit provides you with a thorough fundamental knowledge of advertising principles and a practical understanding of the techniques and practices used by today's advertising agencies and clients, including strategy development, media planning, creative development, integration of other communications and analysing an advertising campaign.
Learning Outcomes
On successful completion of this unit you will be able to:
- Understand and apply theories and practices of advertising, broader marketing communications and related consumer behaviour.Relates to: UG Business Capabilities: KS (1.1)
- Conduct basic research in planning and developing advertising strategy.Relates to: UG Business Capabilities: HO (2.1)
- Apply core concepts in fundamental media, creativity, and ethical practices to advertising planning processes.
- Apply learned theories to address advertising problems or opportunities.
- Demonstrate practical presentation skills.Relates to: UG Business Capabilities: PC (3.2)
Content
This unit introduces the major fundamental elements of creating contemporary advertising, including:
- Advertising strategy and relevant aspects of consumer behaviour and market research
- The role of advertising planning and practical approaches to the process
- Introduction to media strategy, planning and channel planning elements
- Creative strategy and development
- Copywriting fundamentals
- Putting it all together - analysing an advertising campaign
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit draws upon a range of experiences to foster an understanding of both the advertising process and the impacts of advertising on consumers and society. Lecturers introduce you to the fundamentals of advertising elements, drawing from their research and experiences as consumers in addition to industry examples. Tutorials are designed to encourage active participation via practical examples, discussions, debates and presentations. Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
You will gain verbal feedback in this unit by participating in weekly classes (lectures and tutorials) with academics and peers or in personal consultations with the teaching staff. You will also receive written feedback on your Assessment 1, which will directly relate to and inform your final assessment. Please note, your participation (e.g., ask or answer questions) in the classes will also provide opportunities to obtain feedback from the teaching staff and your classmates.
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Campaign Analysis
Students will present their analysis of an advertising campaign in a video recording format. This will involve (1) analysing and profiling the target audience and (2) using insights about the target audience together with theory to analyse the message, creative and media strategies of the advertisement.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Campaign Proposal
Using their analysis of the selected advertisement, students will develop a written proposal for an improved advertising campaign, including a mock-up of the advertisement. Students will have the opportunity to engage in concept testing of their mock-up, and to integrate feedback into their final campaign proposal.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional cots.
Resources
Resources include a required text and online resources for the unit. Online resources are available on Canvas.
Resource Materials
Prescribed text(s)
Belch, Belch, Kerr, Powell and Waller (2020). Advertising: An Integrated Marketing Communication Perspective (4th ed.). McGraw-Hill Australia Pty Ltd.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO4, Campaign Analysis
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, ULO4, Campaign Proposal
KS (1.1): Discipline Knowledge
Relates to: ULO1, Campaign Analysis
KS (1.2): Technical and Technological Skills
Relates to: Campaign Proposal
PC (3.1): Professional Communication (Written)
Relates to: ULO3, Campaign Proposal
PC (3.2): Professional Communication (Oral)
Relates to: ULO5, Campaign Analysis
SE (5.1): Ethical and Legal Understanding
Relates to: ULO4, Campaign Proposal
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO4, Campaign Proposal
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO4, Campaign Proposal
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO4, Campaign Proposal
KC40 Bachelor of Communication
- Demonstrate capacity to understand and critique the historical, cultural, technological, and regulatory implications of digital media, entertainment, communication, and news industries.
Relates to: ULO1, ULO3, Campaign Analysis, Campaign Proposal - Demonstrate capacity to engage with and apply specialised knowledge of one or more areas of digital media, entertainment, communication, and news industries, including the relationship between disciplinary theory, research methodologies, and professional practice.
Relates to: ULO1, Campaign Analysis - Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO5, Campaign Analysis - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO2, ULO4, Campaign Analysis, Campaign Proposal - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Campaign Proposal - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO5, Campaign Analysis
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMB111 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB220, AMX220 |
| Coordinator: | Lisa Schuster | lisa.schuster@qut.edu.au |
Overview
This unit serves as the introduction and prerequisite to later units in the advertising course and as a useful elective for students taking other courses. The unit provides you with a thorough fundamental knowledge of advertising principles and a practical understanding of the techniques and practices used by today's advertising agencies and clients, including strategy development, media planning, creative development, integration of other communications and analysing an advertising campaign.
Learning Outcomes
On successful completion of this unit you will be able to:
- Understand and apply theories and practices of advertising, broader marketing communications and related consumer behaviour. [KS 1.1] Relates to: UG Business Capabilities: KS (1.1)
- Conduct basic research in planning and developing advertising strategy. [KS 1.2, HO 2.1]
- Apply core concepts in fundamental media, creativity, and ethical practices to advertising planning processes. [HO 2.2, PC 3.1, SE 5.1]
- Apply learned theories to address advertising problems or opportunities. [HO 2.1, 2.2]
- Demonstrate practical presentation skills. [3.2]Relates to: UG Business Capabilities: PC (3.2)
Content
This unit introduces the major fundamental elements of creating contemporary advertising, including:
- Advertising strategy and relevant aspects of consumer behaviour and market research
- The role of advertising planning and practical approaches to the process
- Introduction to media strategy, planning and channel planning elements
- Creative strategy and development
- Copywriting fundamentals
- Putting it all together - analysing an advertising campaign
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit draws upon a range of experiences to foster an understanding of both the advertising process and the impacts of advertising on consumers and society. Lecturers introduce you to the fundamentals of advertising elements, drawing from their research and experiences as consumers in addition to industry examples. Tutorials are designed to encourage active participation via practical examples, discussions, debates and presentations. Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
You will gain verbal feedback in this unit by participating in weekly classes (lectures and tutorials) with academics and peers or in personal consultations with the teaching staff. You will also receive written feedback on your Assessment 1, which will directly relate to and inform your final assessment. Please note, your participation (e.g., ask or answer questions) in the classes will also provide opportunities to obtain feedback from the teaching staff and your classmates.
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Campaign Analysis
Students will present their analysis of an advertising campaign in a video recording format. This will involve (1) analysing and profiling the target audience and (2) using insights about the target audience together with theory to analyse the message, creative and media strategies of the advertisement.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Campaign Proposal
Using their analysis of the selected advertisement, students will develop a written proposal for an improved advertising campaign, including a mock-up of the advertisement. Students will have the opportunity to engage in concept testing of their mock-up, and to integrate feedback into their final campaign proposal.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional cots.
Resources
Resources include a required text and online resources for the unit. Online resources are available on Canvas.
Resource Materials
Prescribed text(s)
Belch, Belch, Kerr, Powell and Waller (2020). Advertising: An Integrated Marketing Communication Perspective (4th ed.). McGraw-Hill Australia Pty Ltd.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO4, Campaign Analysis
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, ULO4, Campaign Proposal
KS (1.1): Discipline Knowledge
Relates to: ULO1, Campaign Analysis
KS (1.2): Technical and Technological Skills
Relates to: ULO2, Campaign Proposal
PC (3.1): Professional Communication (Written)
Relates to: ULO3, Campaign Proposal
PC (3.2): Professional Communication (Oral)
Relates to: ULO5, Campaign Analysis
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Campaign Proposal
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Campaign Proposal
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Campaign Proposal
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Campaign Proposal
KC40 Bachelor of Communication
- Demonstrate capacity to understand and critique the historical, cultural, technological, and regulatory implications of digital media, entertainment, communication, and news industries.
Relates to: ULO1, ULO3, Campaign Analysis, Campaign Proposal - Demonstrate capacity to engage with and apply specialised knowledge of one or more areas of digital media, entertainment, communication, and news industries, including the relationship between disciplinary theory, research methodologies, and professional practice.
Relates to: ULO1, Campaign Analysis - Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO5, Campaign Analysis - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO2, ULO4, Campaign Analysis, Campaign Proposal - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Campaign Proposal - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO5, Campaign Analysis
Unit Outline: Semester 2 2024, Online
| Unit code: | AMB111 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB220, AMX220 |
Overview
This unit serves as the introduction and prerequisite to later units in the advertising course and as a useful elective for students taking other courses. The unit provides you with a thorough fundamental knowledge of advertising principles and a practical understanding of the techniques and practices used by today's advertising agencies and clients, including strategy development, media planning, creative development, integration of other communications and analysing an advertising campaign.
Learning Outcomes
On successful completion of this unit you will be able to:
- Understand and apply theories and practices of advertising, broader marketing communications and related consumer behaviour. [KS 1.1] Relates to: UG Business Capabilities: KS (1.1)
- Conduct basic research in planning and developing advertising strategy. [KS 1.2, HO 2.1]
- Apply core concepts in fundamental media, creativity, and ethical practices to advertising planning processes. [HO 2.2, PC 3.1, SE 5.1]
- Apply learned theories to address advertising problems or opportunities. [HO 2.1, 2.2]
- Demonstrate practical presentation skills. [3.2]Relates to: UG Business Capabilities: PC (3.2)
Content
This unit introduces the major fundamental elements of creating contemporary advertising, including:
- Advertising strategy and relevant aspects of consumer behaviour and market research
- The role of advertising planning and practical approaches to the process
- Introduction to media strategy, planning and channel planning elements
- Creative strategy and development
- Copywriting fundamentals
- Putting it all together - analysing an advertising campaign
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
This unit draws upon a range of experiences to foster an understanding of both the advertising process and the impacts of advertising on consumers and society. Lecturers introduce you to the fundamentals of advertising elements, drawing from their research and experiences as consumers in addition to industry examples. Tutorials are designed to encourage active participation via practical examples, discussions, debates and presentations. Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
You will gain verbal feedback in this unit by participating in weekly classes (lectures and tutorials) with academics and peers or in personal consultations with the teaching staff. You will also receive written feedback on your Assessment 1, which will directly relate to and inform your final assessment. Please note, your participation (e.g., ask or answer questions) in the classes will also provide opportunities to obtain feedback from the teaching staff and your classmates.
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Campaign Analysis
Students will present their analysis of an advertising campaign in a video recording format. This will involve (1) analysing and profiling the target audience and (2) using insights about the target audience together with theory to analyse the message, creative and media strategies of the advertisement.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Campaign Proposal
Using their analysis of the selected advertisement, students will develop a written proposal for an improved advertising campaign, including a mock-up of the advertisement. Students will have the opportunity to engage in concept testing of their mock-up, and to integrate feedback into their final campaign proposal.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional cots.
Resources
Resources include a required text and online resources for the unit. Online resources are available on Canvas.
Resource Materials
Prescribed text(s)
Belch, Belch, Kerr, Powell and Waller (2020). Advertising: An Integrated Marketing Communication Perspective (4th ed.). McGraw-Hill Australia Pty Ltd.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO4, Campaign Analysis
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, ULO4, Campaign Proposal
KS (1.1): Discipline Knowledge
Relates to: ULO1, Campaign Analysis
KS (1.2): Technical and Technological Skills
Relates to: ULO2, Campaign Proposal
PC (3.1): Professional Communication (Written)
Relates to: ULO3, Campaign Proposal
PC (3.2): Professional Communication (Oral)
Relates to: ULO5, Campaign Analysis
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Campaign Proposal
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Campaign Proposal
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Campaign Proposal
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Campaign Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Campaign Proposal - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO4, Campaign Analysis - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, ULO4, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Campaign Proposal - Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Relates to: ULO5, Campaign Analysis - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Campaign Proposal
KC40 Bachelor of Communication
- Demonstrate capacity to understand and critique the historical, cultural, technological, and regulatory implications of digital media, entertainment, communication, and news industries.
Relates to: ULO1, ULO3, Campaign Analysis, Campaign Proposal - Demonstrate capacity to engage with and apply specialised knowledge of one or more areas of digital media, entertainment, communication, and news industries, including the relationship between disciplinary theory, research methodologies, and professional practice.
Relates to: ULO1, Campaign Analysis - Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO5, Campaign Analysis - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO2, ULO4, Campaign Analysis, Campaign Proposal - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Campaign Proposal - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO5, Campaign Analysis