DG1S52 - The Advertising Industry 27 Apr 2023 - 31 Aug 2027 | Version 2
Associated Module Information
| Module Code: | DG1S52 | ||
|---|---|---|---|
| Module Title: | The Advertising Industry | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Marketing | ||
| Module Leader: | Lee Thomas, Steven Wright | ||
| Module Team: | Kara Tennant | ||
| First Intended Intake: | SEP 2017 | Final Year of Intake: | |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 4 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100048 - design | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 2 |
|---|---|
| Valid From | 27 Apr 2023 |
| Valid To | 31 Aug 2027 |
Module Aims
• Provide an overview of the advertising industry within a regional and national context
• Introduce the roles and responsibilities of individuals and teams within an advertising organisation
• Examine the changing nature of advertising agencies as strategic advisors to clients
• Explore the growth of in-house advertising teams within organisations
• Develop an understanding of the advertising process from initial briefing through to campaign launch
• Build on understanding of both advertising and creative strategy
Content Summary
This module builds directly on the earlier ‘Advertising Fundamentals’ module, by examining the common structures and working processes of the advertising industry.
You will gain insight into the nature and scope of the advertising industry and acquire an awareness of the relationship between client, agency and audience in the advertising process. This will include an examination of the process itself, from briefing, preparation and planning, to concept generation, production and campaign launch.
You will also examine the structures and dynamics of several advertising companies that represent regional and national employment opportunities within the advertising industry.
Case studies will demonstrate the diversity of opportunities available and how the industry has responded to the impact of legal, moral and ethical considerations.
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 8 |
| Project supervision | 20 |
| Supervised time in studio/workshop | 20 |
| Independent Study | 100 |
| Directed Study | 52 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Explain the legal controls or constraints that may affect campaign development and the role of regulatory bodies in the process. |
| LO2 | Evaluate the success of an advertising campaign in terms of how it achieved its stated goals. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Visual Journal 1 | A visual journal exploring how you could further develop the strategic and creative industry practice of a campaign based on primary industry and / or consumer research. This suggestion for alternative strategies / creative approaches if you think that something is/isn’t working well will be further aligned with the content of the presentation. | 0 | 1500 | 50 | No | 40 |
| Asynchronous Assessment | Presentation (Asynchronous) 1 | Group based analysis of a range of advertising agency campaigns based on primary and secondary research, using personal insight | 15 | N/A | 50 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Visual Journal 1 | ✔ | ✔ | |
| Presentation (Asynchronous) 1 | ✔ | ✔ | |