|Semester 2, 2021 On-campus Toowoomba|
|Short Description:||Advertising as Engagement|
|Faculty or Section :||Faculty of Business, Education, Law and Arts|
|School or Department :||School of Humanities & Communication|
|Student contribution band :||2021 Grandfather Funding Cl 1|
|ASCED code :||100799 - Communication and Media Studie|
|Grading basis :||Graded|
|Version produced :||14 April 2021|
Examiner: Andrew Mason
Customer engagement has always been the central focus of advertising. However, new media platforms have extended and revolutionised the sector to create a personal, mobile, networked media ecosystem which affords advertisers more direct connection to their target markets than before. Direct personal feedback from consumers is possible and immediate, and consumers can create promotional content and form relationships with brands and issues. Interactive advertising, symmetrical communication models, event and experiential advertising, behavioural advertising, peer-to-peer and user-generated advertising are all now routinely employed by organisations to increase their engagement with target markets and achieve greater impact from their advertising investment. As this media ecosystem is ever evolving it is important not to place limits on how advertising may be understood, but to open minds toward creating and purposing opportunities that may exist in the future. This course forms part of the Advertising major and may also be of interest to students in cognate disciplines such as Public Relations, Marketing or Journalism.
Students in this course examine differing ways to achieve engagement with target markets. They analyse advertising in the form of engagement resulting in earned media, including mass media and social media platforms. Students are encouraged to think laterally and innovatively about the mechanisms of advertising, which may include creating events, experiences or communicative actions which activate target markets and build relationships with the brand or cause. Social network sharing, blogging and user-created content will be theorised as the increasingly active role of consumers in co-creating advertising outcomes.
On successful completion of this course students should be able to:
- apply skills in achieving earned media;
- analyse the methods employed by advertising engagement;
- apply advertising principles to given problems;
- theorise methodologies to create successful engagement;
- develop concepts aimed at generating engagement.
|1.||Earned media: traditional media to social media platforms||30.00|
|2.||Engaging people, understanding market segments||30.00|
|3.||Events and experiential advertising||30.00|
|4.||Evaluating results and return on investment (ROI)||10.00|
Text and materials required to be purchased or accessed
ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (https://omnia.usq.edu.au/textbooks/?year=2021&sem=02&subject1=ADV1002)
Please contact us for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)
Student workload expectations
|Description||Marks out of||Wtg (%)||Due Date||Notes|
|PRACTICAL||100||10||02 Aug 2021|
|PROPOSAL||100||40||06 Sep 2021|
|ENGAGEMENT CAMPAIGNS||100||50||18 Oct 2021|
Important assessment information
It is the students' responsibility to attend and participate appropriately in all activities scheduled for them, and to study all material provided to them or required to be accessed by them, to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.
Requirements for students to complete each assessment item satisfactorily:
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.
Penalties for late submission of required work:
Students should refer to the Assessment Procedure http://policy.usq.edu.au/documents.php?id=14749PL (point 4.2.4)
Requirements for student to be awarded a passing grade in the course:
To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.
Method used to combine assessment results to attain final grade:
The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative items for the course.
There is no examination in this course.
Examination period when Deferred/Supplementary examinations will be held:
There is no examination in this course, there will be no deferred or supplementary examinations.
University Student Policies:
Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at http://policy.usq.edu.au.
Referencing in assignments must comply with the Harvard (AGPS) referencing system. This system should be used by students to format details of the information sources they have cited in their work. The Harvard (APGS) style to be used is defined by the USQ library’s referencing guide. This guide can be found at http://www.usq.edu.au/library/referencing.
Evaluation and benchmarking
In meeting the University's aims to establish quality learning and teaching for all programs, this course monitors and ensures quality assurance and improvements in at least two ways. This course:
1. conforms to the USQ Policy on Evaluation of Teaching, Courses and Programs to ensure ongoing monitoring and systematic improvement.
2. forms part of the (Bachelor of Communication and Media)
and is benchmarked against the:
internal USQ accreditation/reaccreditation processes which include
(i) stringent standards in the independent accreditation of its academic programs,
(ii) close integration between business and academic planning, and
(iii) regular and rigorous review.