Skip to main navigationSkip to main content
The University of Southampton
Courses

ARTD6162 Strategic Advertising Management and Marketing

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.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • current theories and practices relating to global advertising and branding;
  • the challenges of adapting and managing creative strategy in multidisciplinary teams.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • apply critical reflection and analysis in reviewing contemporary advertising and marketing data.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • work effectively, individually and in a team role;
  • manage your time and resources as an independent learner.

Syllabus

This module concentrates on deepening your understanding of advertising management in a commercial context. You will be encouraged to analyse, evaluate, debate and discuss various forms of data and decide upon a strategy in a simulated market environment. As the workshops progress you will face new challenges and your teams decisions will dictate the success of your company. indicative topics covered: • Marketing Mix • Production planning • Pricing • Advertising and branding& segmentation strategy • How Commercial Team • Size of commercial team • Allocation across distribution channels • Market-specific market studies • Consumer survey & consumer panel • Semantic scales • Market forecast • Industry bench-marking

Learning and Teaching

Teaching and learning methods

Teaching methods include: • Formal lectures • Tutorials • workshops Learning activities include: • Markstrat workshops and peer group learning • Problem solving activities • Class discussion/critique • Guided and independent reading and reflection • Use of library resources to advance your understanding of emerging research

TypeHours
Independent Study174
Teaching26
Total study time200

Resources & Reading list

Cairns, G.  (2010). Deciphering Advertising, Art and Architecture – New Persuasion Techniques for Sophisticated Consumers . 

Fills, C.  (2009). Marketing Communications: Interactivity, Communities and Content . 

Burtenshaw, K., Mahon, N., and Barfoot, C.  (2011). The Fundamentals of Creative Advertising . 

Mahon, N.  (2011). Basics Advertising 03: Ideation . 

Sorrentino, M.  (2014). Creative Advertising: An Introduction . 

Mahon, N.  (2011). Basics Advertising 03: Ideation . 

Sorrentino, M.  (2014). Creative Advertising: an introduction . 

Wells, W., Moriarty, S., Burnett, J. and Lwin, M.  (2007). Advertising, Principles and Effective IMC Practice . 

Fills, C.  (2009). Marketing Communications: Interactivity, Communities and Content . 

Cairns, G.  (2010). Deciphering Advertising, Art and Architecture – New Persuasion Techniques for Sophisticated Consumers . 

Cairns, G.  (2010). Deciphering Advertising, Art and Architecture – New Persuasion Techniques for Sophisticated Consumers . 

Fills, C.  (2009). Marketing Communications: Interactivity, Communities and Content . 

Wells, W., Moriarty, S., Burnett, J. and Lwin, M.  (2007). Advertising, Principles and Effective IMC Practice . 

Burtenshaw, K., Mahon, N., and Barfoot, C. (2011). The Fundamentals of Creative Advertising . 

Assessment

Formative

Interim Report

Summative

MethodPercentage contribution
Reflective report  (3000 words) 100%

Repeat

MethodPercentage contribution
Reflective report  (3000 words) 100%

Referral

MethodPercentage contribution
Reflective report  (3000 words) 100%

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Books and Stationery equipment

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/ recommended text as appropriate

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/recommended text as appropriate.

Travel Costs for placements

Reasonable travel costs for study trips (these may not be covered by the University).

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

Share this module Share this on Facebook Share this on Twitter Share this on Weibo
Privacy Settings