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Courses / Modules / ARTD6162 Strategic Advertising Management and Marketing

Strategic Advertising Management and Marketing

When you'll study it
Semester 1
CATS points
ECTS points
Level 7
Module lead
Nicholas Mahon
Academic year

Module overview

This module is designed to help you further your understanding of advertising management within the context of marketing and brand positioning. You will be introduced to the essential marketing principles and and strategies and encouraged to think about the impact of advertising, market research, consumer perceptions, product design and development, distribution and the management of project budgets. You will take part in a group workshops and marketing simulation excercised where you will compete in teams to maximise your company’s share price index. This activity will be supported by lectures and seminars on the material covered in the workshops. You will analyse the research studies and market data and use this to develop considered strategies and decisions with respect to production planning, design, sales, advertising, distribution and budget allocation. You will develop an understanding of Brand Contribution and the impact of marketing decisions on an organisation. This module will immerse you in the role of an advertising or brand manager, enabling you to discover and test different marketing strategies in a safe learning environment. The assessment is not focused on how well your team performed during the simulation exercise, but on what you have learnt from the experience and the knowledge, understanding and skills you have acquired during the course of the module. can have within a commercial context of the role and impact an advertising or brand manager.