Module manager: Sally Chan
Email: s.s.y.chan@leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2024/25
LUBS5407M - Advertising LUBS5426M - Media Planning and Strategy
This module is not approved as an Elective
The module combines creative advertising approaches with media planning to enable students to acquire relevant practical skills to work in contemporary advertising and marketing industries. Learning is achieved through a combination of lectures, seminars and practical workshops to integrate theoretical aspects of the course with creative practical applications through ‘live’ agency briefs. These activities will be supplemented with archival research, class discussions, advertising and media critique.
This module aims to provide students with knowledge of creative advertising and media planning as key elements of the marketing communications arena from a theoretical and practitioner perspective. It will introduce the importance of the theories and practices of advertising and media, planning, message and media strategies. Students will have the opportunity to explore advertising history, literacy, diversity and evaluation in contemporary advertising practice. It will also address dynamic changes across the media landscape, with practical implications for advertising / media organisations. The module will also consider sustainability and its importance in all aspects of the creative industry.
Upon completion of this module, students will be able to:
1. Recognise the influence of advertising history and contexts in contemporary advertising practice.
2. Critically appraise models and perspectives of advertising and media
3. Employ advertising planning tools and techniques for a variety of campaigns
4. Construct advertising messages using a range of media options tailored to different contexts
5. Assess the role of inclusive and sustainable advertising campaigns in diverse and global communities.
Transferable skills:
• Brainstorm creatively as part of a team
• Produce effective and professional written communication
• Work as an effective team player
Indicative content:
• History of advertising
• Advertising models and perspectives
• Advertising planning and insights
• Ethical advertising
• Message design
• Media trends
• Media planning
• Traditional and digital media
• Evaluation
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 10 | 2 | 20 |
| Seminar | 10 | 1 | 10 |
| Private study hours | 120 | ||
| Total Contact hours | 30 | ||
| Total hours (100hr per 10 credits) | 150 | ||
The weekly lectures and seminars are supported by reading from specific chapters from the core textbook and suggested academic articles. Students are encouraged to seek out relevant examples of advertising and media in practice by reading Campaign, Marketing Week and subscribing to industry news for updates online eg The Drum. As advertising is about devising clear messages of relevance to the target audience, students are expected to apply these industry updates to their learning. Students may seek specific guidance on draft work during seminars, or through appointment with the tutor. A skeletal report structure is provided as part of the coursework briefing process.
There will be many opportunities for formative feedback throughout the module in seminar activities and Q&A sessions related to the coursework. Feedback will be provided verbally to students in weekly classes or seminars during team discussions. Critiques or reviews of creative advertising and weekly activities, such as, quizzes outside of class time via MS Teams will be utilised to instruct and direct students, provide feedback and direction for further study, post additional reading, and seminar or lecture reviews. Students may also obtain feedback on a one-to-one basis from the module leader outside of the classroom setting during tutor office hours or by appointment at other times.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Essay or Dissertation | 3000 word report | 100 |
| Total percentage (Assessment Coursework) | 100 | |
The resit for this module will be assessed 100% by 3,000 word coursework.
The reading list is available from the Library website
Last updated: 8/16/2024
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