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MKT833Management Sciences3 Unitsintermediate

Advertising Management

This course provides a comprehensive overview of advertising management, covering its meaning, role, and scope within integrated marketing communications. It explores the advertising agency world, client-agency relationships, and the strategic planning involved in creating effective advertisements. The course also delves into media planning, legal and societal issues, and the future trends shaping the advertising industry. Students will learn to evaluate advertisements, understand consumer behavior, and plan successful advertising campaigns.

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156h
Study Time
13
Weeks
12h
Per Week
basic
Math Level
Course Keywords
Advertising ManagementMarketing CommunicationAdvertising StrategyMedia PlanningConsumer Behavior

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level
Builds on foundational knowledge
65%
intermediate
➕
Math Level
Basic Math
🔬
Learning Type
Hands-on Practice

Course Topics

Key areas covered in this course

1

Advertising Management

2

Integrated Marketing Communications

3

Advertising Objectives

4

Creative Strategy

5

Media Planning

6

Advertising Ethics

Total Topics6 topics

Requirements

Knowledge and skills recommended for success

Basic Marketing Principles

💡 Don't have all requirements? Don't worry! Many students successfully complete this course with basic preparation and dedication.

Assessment Methods

How your progress will be evaluated (3 methods)

assignments

Comprehensive evaluation of course material understanding

Written Assessment

tutor-marked assessments

Comprehensive evaluation of course material understanding

Written Assessment

final examination

Comprehensive evaluation of course material understanding

Written Assessment

Career Opportunities

Explore the career paths this course opens up for you

Advertising Manager

Apply your skills in this growing field

Marketing Communications Manager

Apply your skills in this growing field

Media Planner

Apply your skills in this growing field

Brand Manager

Apply your skills in this growing field

Public Relations Specialist

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

Advertising AgenciesMarketing DepartmentsMedia CompaniesPublic Relations FirmsRetail Sector

Study Schedule Beta

A structured 13-week journey through the course content

Week
1

Module 1:

8h

Unit 1: Overview of Advertising

4 study hours
  • •Explore the origin and development of advertising.
  • •Analyze the factors impacting advertising's growth.
  • •Define advertising and its role in marketing.

Unit 2: Advertising Management: Meaning, Role and Scope

4 study hours
  • •Define advertising management and its importance.
  • •Examine the relationship between brands and the marketing mix.
  • •Discuss the role and scope of advertising management.
Week
2

Module 1:

8h

Unit 3: Integrated Marketing Communications

4 study hours
  • •Explain the concept of integrated marketing communication (IMC).
  • •Discuss the IMC process and its steps.
  • •Analyze the strategic goals of marketing communications.

Unit 4: The Agency World

4 study hours
  • •Discuss the structure and functions of a traditional advertising agency.
  • •Explain new agency structures and their benefits.
  • •Enumerate the growing range of specialists in the advertising world.
Week
3

Module 2:

8h

Unit 1: Establishing Objectives and Budgeting for Advertisements

4 study hours
  • •Discuss the DAGMAR approach to setting advertising objectives.
  • •Explain advertising budget and its importance.
  • •Discuss approaches to developing an advertising budget.

Unit 2: Managing the Client-Agency Relationship

4 study hours
  • •Discuss the essential features in setting the terms in client-agency relationship.
  • •Discuss the methods of payment relative to client-agency relationship.
  • •Explain the running of the relationship between the client and the agency.
Week
4

Module 2:

8h

Unit 3: How Advertising Works

4 study hours
  • •Explain the relationship between advertising and brands.
  • •Discuss the marketing input to the brand.
  • •Discuss the key functions of advertising.

Unit 4: Planning Advertisements: The Strategy

4 study hours
  • •Distinguish between objectives and strategies in advertising.
  • •Explain the planner's aim relative to developing the strategy.
  • •Explain the concept of SWOT analysis.
Week
5

Module 2:

6h

Unit 5: Planning Advertisements: Creative Briefing

6 study hours
  • •Describe how a creative brief can be designed to meet strategy demands.
  • •Explain the importance of creative briefing forms.
  • •Discuss the elements of describing the target audience.
Week
6

Module 3:

6h

Unit 1: Creating the Adverts

6 study hours
  • •Discuss the essential elements of creating effective advertisements.
  • •Analyze the role of branding and category identification.
  • •Evaluate attention-getting devices and their impact.
Week
7

Module 3:

6h

Unit 2: Evaluating Advertisements

6 study hours
  • •Discuss the evaluation of adverts in general.
  • •Highlight the considerations in Pre-testing and Creative Development Research.
  • •Discuss the factor in Post-Testing and Campaign Evaluation.
Week
8

Module 3:

6h

Unit 3: The Media

6 study hours
  • •Define media and its role in advertising.
  • •List and explain the various terminologies in media.
  • •Enumerate and explain the available choices of media.
Week
9

Module 3:

6h

Unit 4: Response and Interactive Advertising

6 study hours
  • •Explain response and interactive advertising with reference to the one-on-one agenda.
  • •Discuss direct response advertising and its techniques.
  • •Analyze the role of direct mail and telemarketing.
Week
10

Module 3:

6h

Unit 5: Planning the Campaign

6 study hours
  • •Evaluate the planning of advertising campaign considering a big budget.
  • •Discuss the considerations for small budget campaigns.
  • •Analyze the different forms of communication and media.
Week
11

Module 4:

6h

Unit 1: Legal Issues in Advertising

6 study hours
  • •Discuss the history and operations of APCON.
  • •Explain the regulatory and control functions of APCON.
  • •Identify other laws concerned with the regulation of advertising in Nigeria.
Week
12

Module 4:

6h

Unit 2: Advertising and Society

6 study hours
  • •Discuss the effects of advertising on children.
  • •Analyze the encouragement of antisocial and dangerous products and behavior.
  • •Evaluate the issues of dishonesty, misleading, and cheating in advertising.
Week
13

Module 4:

6h

Unit 3: Globalization and Advertising

6 study hours
  • •Discuss globalization relative to advertising.
  • •Explain why 'glocal' advertising is relevant.
  • •Analyze the impact of cultural differences on global advertising campaigns.

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

Course PDF Material

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Review all module summaries and key concepts.

2

Practice analyzing case studies related to advertising campaigns.

3

Focus on understanding the legal and ethical considerations in advertising.

4

Create mind maps linking advertising strategies to target audiences.

5

Practice applying the DAGMAR approach to setting advertising objectives.

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