It is suitable for January entry, but interested students are urged to enquire early about recommended preliminary reading. This course provides a critical study of advertising from both a theoretical and managerial point of view. Advertising will be examined as an influence on consumer behaviour and as a major element in the marketing mix. The role of the advertising agency will be examined in detail, supported by guest lectures given by practitioners. Topic covered include how to research and plan advertising, develop a brief and creative strategy, plan media and assess the effectiveness of a campaign.
Assessment is by two essays and examination.
This course is basically a continuation of course 201 into the areas of marketing strategy and planning. The course will include International Marketing and a number of case studies will be included. Assessment is by group presentation, essay and by 3hr examination. This course provides an awareness of the ways in which the social sciences can aid our understanding of organisations. The first half of the module will investigate the nature of organisational buying behaviour and the differences between consumer and organisational buying.