MRKTG552-19A (NET)

Advanced Advertising Strategy

30 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: helena.wang@waikato.ac.nz
: lori.jervis@waikato.ac.nz
: sade.lomas@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: nat.enright@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5 or 9 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
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Paper Description

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This paper aims to deepen students' knowledge of the research relating to the elements of effective advertising. The paper investigates managerially relevant topics and encourages students to participate through their own experiences, practical planning skills, thoughts, and personal opinions. The paper's approach is to start with persuasion and consumer decision-making theory and move towards a practical understanding of how promotion influences consumers and purchasing behaviour.

In addition to updating marketing strategy concepts, the course will recap standard advertising and promotional strategy, persuasion and consumer decision making and communications theory and practises.
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Paper Structure

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This course takes place entirely online, but with a limited number of in-class sessions. Student participation is vitally important as some of the assessment takes place as group activities. You will have ample opportunity to practice and demonstrate a range of digital skills.

The course will cover a range of topics relating to the empirical research base for advanced advertising planning and implementation. Each week will cover a specific topic, with students preparing content both individually and in groups. The content will include:

  • Reading of past research
  • Researching and evaluating current research
  • Apply research principles to real world examples
  • Organising and facilitating online meetings
  • Creating online presentations and documents in various formats, including slides and video
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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Critically discuss the principles of advertising and the Integrated Marketing Communications Mix
    What is advertising? How does it fit into marketing strategy? What makes for good (or not so good) advertising?
    Linked to the following assessments:
  • Demonstrate an applied knowledge of the principles of effective advertising
    What are the basic theoretical principles that support effective advertising strategy?
    Linked to the following assessments:
  • Apply the principles of effective advertising to a wide range of advertising examples
    What are the principles that apply to a particular ad? How could that ad be improved?
    Linked to the following assessments:
  • Effectively and persuasively analyse case studies to determine a suitable solution, and build original creative briefs that comply with principles studied in the literature
    Read, analyse and prepare discussion of case studies.
    Linked to the following assessments:
  • Locate, summarise and systematically evaluate academic research on advertising
    Linked to the following assessments:
  • Develop and practice academic research skills, including
    • Read critically
    • Find new research articles
    • Follow citation threads
    • Use Google Scholar efficiently and effectively
    • Summarise research articles accurately, objectively, concisely and critically
    Linked to the following assessments:
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Assessment

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Some assessment components are optional. You should manage your own study to learn in the most effective way.

Please refer to the detailed instructions for assignments provided on Moodle.

NOTE ON WRITING STYLES

This course is primarily focused on academic research. Where appropriate, students should attempt to emulate the writing style of this type of work. APA references should always be used, and links to articles should always be included. Where writing templates and document structure guides are provided, please stay closely within that structure.

You will lose marks for poor, inaccurate or imprecise writing. Please note:

  • ALL writing should be spell checked and grammar checked. If you are not a native speaker, I recommend you write outside Moodle, check your content and then paste into Moodle before adding formatting.
  • Use short, precise sentences and avoiding excessive 'padding'. Avoid long paragraphs.
  • Avoid passive voice as much as possible.
  • Ensure all links are live (learn how to do this on Moodle).
  • When including graphics, screenshots and so on, try to make them as clear and precise as possible.
  • You should always use subheaders to structure your writing and to guide the reader.
  • Bullet points (1-2 lines each) are completely acceptable and should be used when making a series of points related to the same topic or argument.
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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Synopsis of Principles by Chapter
24 May 2019
No set time
25
  • Online: Moodle Forum Discussion
2. Principle Application Exercises: Ad Campaign Pitch
24 May 2019
5:00 PM
25
  • Other:
3. Application of Principles to Case Study 1
10 Apr 2019
2:00 PM
12.5
  • Presentation: In Class
4. Application of Principles to Case Study 2
22 May 2019
2:00 PM
12.5
  • Presentation: In Class
5. Summary of Principle Synopses
10 Jun 2019
5:00 PM
25
  • Online: Submit through Moodle
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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This course is based on the following text.

Be sure to gain familiarity with using eBooks through the library.

The case studies required on the course will be provided once the course begins.

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Recommended Readings

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For students who require some revision on advertising theory and principles or on strategic marketing planning, the following two texts are available in the library

For this course, you are expected to find additional, high quality and relevant academic journal articles. You should be familiar with finding articles both through Google Scholar and through the Library. Instructions will be provided in the course.

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Other Resources

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Additional readings may be provided throughout the course. In addition to the core text, study notes will be provided each week in slide format.

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Online Support

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The course will be administered through Moodle. Course link [MKTG552-18B Advanced Advertising Strategy]

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Workload

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This is a 30 point course and so should represent around 300 hours of work according to university guidelines. In other words, you should look to budget up to 20 hours a week of study for this course.

As this is a self-study course with elements where you need to work with other people remotely, it is vitally important to plan your schedule and to coordinate with other people in the class.

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Linkages to Other Papers

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Students would benefit from completing MKTG273/373 Integrated Marketing Communications, but it is not required. Similarly, you should have a basic understanding, or be willing to study, marketing planning methods.
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Prerequisite(s)

Prerequisite papers: MRKTG101 and MRKTG200 (or instructor's discretion).

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted Papers: MINT552 or MKTG552

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