Short Title:Introduction to Advertising
Full Title:Introduction to Advertising
Module Code:ADVT H1000
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 5 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Patricia Medcalf
Module Description:The purpose of this module is to introduce students to the fundamentals of advertising in a post-digital environment.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Describe the functions and roles of advertising and develop a good understanding of its benefits and limitations in a post-digital environment.
LO2 Describe the communications process and various advertising models.
LO3 Explain various approaches to segmentation, targeting and positioning.
LO4 Describe the various components required to produce an effective advertising strategy.
LO5 Identify various creative strategies and types of advertising.
LO6 Explain the role of digital and traditional media when planning advertising.
LO7 Identify key issues that affect advertising such as ethics, globalisation, social media, legislation.
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment Students may be given a case study to read in class and then they may answer a number of questions which bring the theory and the case content together. 2,3,4,5 15.00 Week 8
Continuous Assessment Individual Assessment - each student may keep a weekly record of newsworthy items about the advertising industry published in print and electronic media. Also, they may gather examples of advertising. They may be called upon in class to share their findings and this will encourage shared learning and in-class discussion. At the end of the semester, they may submit a scrapbook. 1,5,6,7 15.00 Every Week
Continuous Assessment Students may be given a brief with a view to coming up with appropriate ideas that will solve the problems posed. 3,4,5,6,7 20.00 Week 11
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4,5,6,7 50.00 End-of-Semester

TU Dublin – Tallaght Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based instruction 3.00 Every Week 3.00
Independent Learning Time Reading and continuous assessment work 6.00 Every Week 6.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based instruction 2.00 Every Week 2.00
Independent Learning No Description 7.00 Every Week 7.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • PR Smith and ZE Zook 2016, Marketing Communications: Offline and Online Integration, Engagement and Analytics, 6 Ed., Kogan Page London
Recommended Book Resources
  • Chris Fill and Sarah Turnbull 2016, Essentials of Marketing Communications, 7th Ed., FT/Prentice Hall
  • Esther Thorson, Margaret Duffy, Advertising Age: The Principles of Advertising and Marketing Communication at Work, First Ed., South-Western College Pub [ISBN: 9781111528751]
  • Kenneth E Clow and Donald E Baack 2016, Integrated Advertising, Promotion and Marketing Communications, 7th Ed., Pearson
  • Ogilvy, David 2004, Confessions of an Advertising Man, Southbank
  • Vonk, Nancy and Kestin, Janet 2005, Hey, Whipple, Squeeze This: a guide to creating great ads, Wiley
This module does not have any article/paper resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 1 Mandatory
TA_BADMT_B Bachelor of Arts (Honours) in Digital Marketing Technologies 1 Elective
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 1 Mandatory
TA_BMKDM_D Bachelor of Arts in Digital Marketing 1 Elective
TA_BPDMK_C Certificate in Digital Marketing (30 credit Special Purpose Award) 1 Elective