AMN420 Manage Advertising
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: | AMN420 |
|---|---|
| Antirequisite(s): | CON417 |
| Equivalent(s): | AMX420 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| Domestic tuition unit fee | $4,416 |
| International unit fee | $4,944 |
Unit Outline: Semester 1 2025, Gardens Point, Internal
| Unit code: | AMN420 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX420 |
| Anti-requisite: | CON417 |
| Coordinator: | Jenny Doig | jennifer.doig@qut.edu.au |
Overview
This unit is an important introduction to the management of successful advertising campaigns. Unless the advertising is based on research, well planned and has a strong strategic focus, the campaign will not be successful - regardless of how good the creative is or how effective the media is planned. Therefore, advertising management is the keystone of successful advertising. This makes this unit of vital importance to all who study advertising or marketing communication.
Learning Outcomes
On successful completion of this unit you will be able to:
- Be familiar with the role of the account manager, the advertiser and the function of advertising management;
- Understand the importance of research in generating consumer insights, developing advertising strategy and preparing a comprehensive advertising brief;
- Have examined the components of the advertising decision-making framework and understand how the process works;
- Have developed a comprehensive knowledge of advanced advertising management theory; and
- Have a full understanding of legal and ethical considerations and emergent issues within the field of advertising management.
Content
This unit empowers students to make effective management decisions within the advertising process. It examines the setting of advertising objectives, and the need for co-ordination of these with marketing, communication and organisation objectives. It develops a sound understanding of advertising regulations and ethics, budgeting, research and campaign co-ordination. It further examines management participation in the creative, media and production processes, and the contribution of advertising management to the cohesion and creativity of the agency.
QUT Business Capabilities (Postgraduate)
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 & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Learning Approaches
This unit encourages learners to explore advertising management issues by applying theoretical concepts and drawing upon and enhancing critical thinking and analytical skills. Lectures provide a framework for discussion, problem solving, and group interaction. Tutorials demonstrate how current academic research can be applied to the advertising environment to provide effective advertising management solutions.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
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: Consumer Insight Analysis
Students conduct in-depth interviews to get consumer insights such as how people make choices between brands, what attributes are important, what benefit(s) and/or value(s) they receive from buying the product.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Perceptual Mapping Analysis
Perceptual mapping is an analysis tool to understand the competitive market structure perceived by consumers. Students conduct a survey and write a report.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Project
Students use research, planning, and decision-making skills to develop an advertising brief that is both strategically sound and inspiring.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1, 2.2), PC (3.1), SE (5.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
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.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no set text for this unit.
Recommended text(s)
Belch, G. E., Belch, M. A., Kerr, G. & Powell, I. (2012). Advertising: An Integrated Marketing Communications Perspective (2nd ed.). Sydney: McGraw-Hill.
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.
Unit Outline: Semester 1 2025, Online
| Unit code: | AMN420 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX420 |
| Anti-requisite: | CON417 |
Overview
This unit is an important introduction to the management of successful advertising campaigns. Unless the advertising is based on research, well planned and has a strong strategic focus, the campaign will not be successful - regardless of how good the creative is or how effective the media is planned. Therefore, advertising management is the keystone of successful advertising. This makes this unit of vital importance to all who study advertising or marketing communication.
Learning Outcomes
On successful completion of this unit you will be able to:
- Be familiar with the role of the account manager, the advertiser and the function of advertising management;
- Understand the importance of research in generating consumer insights, developing advertising strategy and preparing a comprehensive advertising brief;
- Have examined the components of the advertising decision-making framework and understand how the process works;
- Have developed a comprehensive knowledge of advanced advertising management theory; and
- Have a full understanding of legal and ethical considerations and emergent issues within the field of advertising management.
Content
This unit empowers students to make effective management decisions within the advertising process. It examines the setting of advertising objectives, and the need for co-ordination of these with marketing, communication and organisation objectives. It develops a sound understanding of advertising regulations and ethics, budgeting, research and campaign co-ordination. It further examines management participation in the creative, media and production processes, and the contribution of advertising management to the cohesion and creativity of the agency.
QUT Business Capabilities (Postgraduate)
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 & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Learning Approaches
This unit encourages learners to explore advertising management issues by applying theoretical concepts and drawing upon and enhancing critical thinking and analytical skills. Lectures provide a framework for discussion, problem solving, and group interaction. Tutorials demonstrate how current academic research can be applied to the advertising environment to provide effective advertising management solutions.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
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: Consumer Insight Analysis
Students conduct in-depth interviews to get consumer insights such as how people make choices between brands, what attributes are important, what benefit(s) and/or value(s) they receive from buying the product.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Perceptual Mapping Analysis
Perceptual mapping is an analysis tool to understand the competitive market structure perceived by consumers. Students conduct a survey and write a report.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Project
Students use research, planning, and decision-making skills to develop an advertising brief that is both strategically sound and inspiring.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1, 2.2), PC (3.1), SE (5.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
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.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no set text for this unit.
Recommended text(s)
Belch, G. E., Belch, M. A., Kerr, G. & Powell, I. (2012). Advertising: An Integrated Marketing Communications Perspective (2nd ed.). Sydney: McGraw-Hill.
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.